Les Journées Particulières, a project launched by LVMH in 2011, offers unique experiences and opens usually inaccessible locations to the public. This year’s edition, Aux racines du Rêve (To the Roots of Dreams), is a journey through 11 countries and 46 maisons, highlighting the group’s connection to its heritage and terroir.
The project involves 320 virtuosos who preserve the heritage and savoir faire of 280 different trades. In Italy alone, it includes 6 maisons, 282 stores, over 18,000 employees, and 72 production sites, from Tuscany to Piedmont, Veneto to Lazio, and the gold district of Valenza to the shoe district in Marche.
Experiencing Luxury
Visitors can go to the LVMH website to find a complete catalog of experiences to choose from and book. They can explore many experiences worldwide, including those at Bulgari in Rome, Christian Dior and Acqua di Parma in Paris.
At Hennessy in Cognac, visitors can see the creation of barrels and tierçons, including the delicate moment of toasting, which is essential to the secret of this wine distillate. In Madrid, Casa Loewe offers a glimpse into traditional leatherworking techniques, such as weaving and inlaying, which have been passed down over almost 180 years.
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Global Experiences
Tiffany & Co. in New York opens its most precious cave, the laboratory where the iconic “Bird on the Rock” is created, designed by Jean Schlumberger in 1965. In Cape Town, the Mount Nelson hotel, part of the Belmond collection, offers a guided tour of the Thebe Magugu Suite & Magugu House, revealing design inspirations that draw from South African environments and local artisans’ craftsmanship.
In Rio de Janeiro, the Copacabana Palace, another Belmond jewel, offers a tour of its historic Brazilian address, from the salons to the Fernanda Montenegro theater, a national cultural heritage. In Scotland, Glenmorangie distillery opens its doors to whisky enthusiasts, showcasing its famous tall stills where the iconic creations of Dr. Bill Lumsden are born.
In Milan, visitors can enter the laboratory of Pasticceria Cova, a historic address on via Montenapoleone, and attend a masterclass to see how one of its creations is made. At Bulgari in Rome, located at Via Condotti 10, just a short walk from Piazza di Spagna, visitors can discover how the brand’s iconic jewelry, watches, and leather accessories come to life. Since 1905, this location has been the custodian of the Bulgari myth, which was born in Rome 20 years earlier.
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