PARIS (Reuters) – Luxury giant LVMH is launching an entertainment division, “22 Montaigne Entertainment”, to strengthen the marketing of its flagship products under the leadership of a committee headed by Antoine Arnault, eldest son of CEO Bernard Arnault, and Anish Melwani, general manager of the group’s activities in North America.
The new entity, named in reference to the address of the LVMH group headquarters in Paris, avenue Montaigne, is a partnership with Superconnector Studios and the co-founders of this company, Jae Goodman and John Kaplan, LVMH said on Thursday.
The goal is to collaborate with leading entertainment creators, producers and distributors to co-develop, co-produce and co-finance films, television shows and audio formats.
Antoine Arnault is one of Bernard Arnault’s five children. He is in charge of image and the environment at LVMH and negotiated for the company to sponsor the Paris Olympic Games.
(Report by Mimosa Spencer, French version Corentin Chappron, edited by Sophie Louet)
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