Every nation will open a team HQ this Friday in Paris when the 2024 Olympics kicks off in the French capital, though the most desirous invite probably opened Monday evening with La Maison LVMH.
Officially opened by Antoine Arnault, image and environment director of LVMH, and eldest son of Bernard Arnault, CEO and controlling shareholder of LVMH, the giant luxury group that is sponsoring the Olympics to the tune of €150 million.
Global sponsors have been throwing money at the Olympics for decades. But there has rarely been such a full-court press as LVMH’s commitment, much of it on display in La Maison LVMH. The group plans to use the elegantly outfitted space to host sports stars, celebrities, VICs, TV personalities and editors during the Olympics and Paralympics, which respectively run from this Friday, until Sunday evening, August 11, and from August 28 to September 6.
Located across the faubourg St Honoré from Le Bristol Hotel, La Maison LVMH includes an elegant tree lined garden restaurant. Kitted out with recyclable compressed chip furniture, it can accommodate 80 guests. With cooking from a new French culinary star Armand Amal, the chef of Le Réfectoire, the restaurant of Luma Arles, Maya Hoffmans must visit art center in Provence.
Pride of place upstairs at Maison LMVMH goes to highlighting its brands’ links to the games. Berluti, a haute couture worthy menswear label, is dressing the French team in formal wear; made in cobalt blue silk with marbleized collars. Another display shows the tools used by artisans from tony Place Vendome jeweler Chaumet to craft all the medals in the games – composed in resin overlaid with bronze, silver and gold. Louis Vuitton provided the display cases in which are held all the medals and torches.
“It’s been magical to discover the excitement that the Olympic flame generates. Whoever holds it can do no wrong. It immunizes you. Children literally dance in the street,” mused Antoine, dressed in a blue suit and Berluti 1895 T-shirt.
The space even includes a series of red, white and blue bar jackets from Dior, Monsieur’s famed padded silk blazers made for cocktail hour. Since a key element in Friday’s opening ceremony, which will be held along the Seine, will be a Dior fashion display.
Brands as diverse as Vuarnet with high-tech racing glasses; Make Up Forever, with undetectable skin foundation; and even Rihanna’s Fenty, with sporty lip glosses, were all on display.
“This will be the greatest event ever organized in France. And when all the world’s attention will be focused on Paris, Maison LVMH is going to be a meeting place where we will welcome athletes, artists, clients, friends of the group and media,” added Arnault.
Across the city, major nations have taken large HQs: Team USA, dressed by Ralph Lauren, is in the former stock market of Paris, La Bourse; Italy, dressed by Emporio Armani, is in the Pré Catelan mansion in the Bois de Boulogne; while Canada, dressed by Lulelemon, joins 15 countries like Brazil, France, Netherlands, India and Mongolia, with huge spaces in the Parc des Nations, at La Villette in the northeast rim of Paris.
Located inside the former couture house of Christian Lacroix, La Maison LVMH also includes a swish club bar, starring jeroboams of LVMH’s Moet Chandon Brut Imperial, the official champagne of the Olympics, which will be served at all events and to all medal winners.
Founded in 1987 by the merger Louis Vuitton and Moët Hennessy, LVMH’s history has been marked by a four-decade-long acquisition binge. It’s latest purchase Chez l’Ami Louis, probably the planet’s most famous bistro, somewhat ironically located near La Republique, the center of all left-wing and anti-capitalist rallies in Paris.
Leading Antoine to joke at one stage, “you cannot believe how many people have called my mobile for a reservation! ‘Hi there, can I have a table for four this evening?’ he chuckled mimicking a text. “But I want to be clear, I am not restaurant receptionist!”
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