PARIS — LVMH’s Journées Particulières drew 145,000 visitors to its third edition, which ran from May 20 to 22.
The “open days” held at various sites across Europe — in countries including numerous regions of France, Italy, Switzerland, Spain, Poland and the U.K. — gave the public a rare chance to visit leather-goods workshops, perfume laboratories, vineyards and other production sites belonging to the French luxury giant LVMH Moët Hennessy Louis Vuitton.
In total, 53 locations were accessible to the public, where visits included master classes, ateliers plus other activities. LVMH said some unforeseen events also took place, as well, including a couple getting engaged at Dom Pérignon’s L’Abbaye Hautvillers and a Dior couturier rediscovering a dress she worked on in 1956.
On the social-media front, 12 young photographers’ Journées Particulières-related images posted on Facebook and Instagram garnered more than 110,000 likes altogether, LVMH said.
Twenty-five thousand people followed the live coverage from the houses of Louis Vuitton, Krug and Nicholas Kirkwood, while there were 30,000 Facebook interactions related to the open days.
The Journées Particulières’ hashtag, #JPLVMH, was seen by 25 million people.
The first edition of the Journées Particulières in 2011 attracted close to 100,000 visitors, while 120,000 people turned out for the edition in 2013.