LVMH Moët Hennessy Louis Vuitton’s open-doors event has launched in China for the first time. Taking over two historic villas at Zhangyuan, now a bustling retail destination, the Journées Particulières event allows visitors to gain firsthand experience of how 15 maisons across four sectors — ranging from Louis Vuitton, Dior, Celine and Berluti to Chaumet, Make Up For Ever, Bulgari and Hennessy — craft their distinct products.
For Antoine Arnault, director of image and environment at LVMH, kicking off the event in Shanghai is not about breaking attendance records, but honoring shared values between France and China.
“Our maisons have had longstanding ties with China for more than 160 years, and we share a deep appreciation for creativity and craftsmanship,” said Arnault, noting that several Chinese artisans also participated in the showcase.
“We are proud to count 90 Chinese Virtuosos so far, and I’m delighted to share that nine more will be honored later today in Paris,” Arnault said of its community of craftspeople.
“The theme of this edition, ‘At the Source of Dreams,’ is an invitation to return to what matters most: the origin of our maisons, the landscapes and cultures that inspire them, and the people who give them life,” the executive said in a video ahead of the public opening, which was held at Louis Vuitton’s Zhangyuan villa house on Thursday evening.
“Exceptional craftsmanship is a shared language between East and West, and that China is not only a place where we celebrate luxury, but a place where distinctive luxury is created,” said Michael Schriver, group president of LVMH North Asia.
“2026 is actually a very important year. This year marks the 25th anniversary of China joining the World Trade Organization,” said Andrew Wu, group president of LVMH Greater China for two decades.
“Louis Vuitton became the first wholly foreign-owned retailer in China to receive a retail operating license after the country’s WTO accession, obtaining license No. 001,” Wu said proudly.
“The entire international business community, particularly the global luxury industry, including France’s LVMH Group and the wider luxury sector, has benefited from China’s reform and opening up,” Wu added.
Running from Friday to Sunday, the event allows visitors to get a glimpse of how Louis Vuitton trunks are made, marvel at Berluti’s leather tattooing artistry, and participate in dedicated workshops hosted by Tiffany & Co., Bulgari, Zenith, Maison Francis Kurkdjian and more.
The three-day event also includes DIY workshops for children and extends to Chandon Winery in Ningxia, LVMH’s sparkling wine estate founded more than 10 years ago. Offsite, Officine Universelle Buly is hosting free calligraphy courses in its Central boutique in Hong Kong and in Hong Kong, The Louis is updating two galleries to explore the houses’ love of Art Deco and its ties with China.
The Shanghai launch for Les Journées Particulières plays a part in Louis Vuitton’s China revival story after a sharp slowdown in demand in the region.
Now in its sixth edition, the program will take place in 65 locations across 11 countries, with 23 first-time venues and the addition of 10 nighttime events.