What if the new flagship locations of luxury houses were not boutiques? Exit the clothes racks, exit the displays of designer handbags. Now make way for galleries or museums that tell the story of brands and restaurants or cafes whose menu is signed by big names in gastronomy. Providing a different experience is becoming the norm.
With the inauguration of LV Dream on December 15, rue du Pont-Neuf, in Paris, the LVMH group is no exception to the rule. LV Dream? A new place installed on the ground floor of the house’s head office, in a large Art Deco building which housed the neighborhood’s Conforama for forty years.
The site currently offers an ephemeral exhibition of the same name, with neat scenography (entry is free, but by reservation), but also a souvenir and gift shop, stamped Louis Vuitton, a café and a chocolate factory, piloted by pastry chef Maxime Frédéric. One more activity – after the reopening of La Samaritaine, also owned by the group, in 2021 – in this strategic commercial district of 1er district which, a stone’s throw from the Louvre Museum and a stone’s throw from Notre-Dame, is also one of the most touristic areas of the city.
In the same vein, Dior inaugurated a new 10,000 square meter facility in March, located at 30 avenue Montaigne, its historic birthplace. The workshops, a restaurant, Monsieur Dior, whose menu is signed by chef Jean Imbert, a boutique, of course, as well as the Galerie Dior, a museum dedicated to the label and its history, are grouped under the same – large – roof. , which can be visited by reservation, paying 12 euros. The Dior heritage is explored there from its beginnings, in 1947, to the current creations of Maria Grazia Chiuri, including those of John Galliano and Raf Simons. You can also see Christian Dior’s original office as well as the workshops, identically reproduced, all in woodwork, to best reflect the cozy atmosphere of the 1950s.
“We have gone from a statutory luxury, which is a luxury of possession, to an experiential luxury. Especially from younger generations who want to be able to live experiences and share them on social networks. It is essential today for brands to offer what I call “wow” moments, accessible to all, analyzes Géraldine Bouchot, trends and forecasting editorial director at the Carlin Creative trends office. Today, we eat luxury and visit luxury exhibitions. »
You have 46.84% of this article left to read. The following is for subscribers only.