At the Source of Dreams: Behind the scenes of the 2026 Journées Particulières campaign

Before the object comes the material. Before creation comes a gesture, a land, a memory. This is the journey back to origins that Journées Particulières is offering for its sixth edition, under the theme “At the Source of Dreams”. Through the lens of photographer Gaia Bonanomi, the event’s advertising campaign invites the public on a journey to the very source of dreams.

Three roots, one dream

Everything begins with a triptych: Nature, Culture, and Craftsmanship. Nature is embodied in raw, noble materials such as Loro Piana cashmere, spun from a fibre born in the high plateaus of Mongolia. Culture is found in places steeped in time, such as Domaine des Lambrays, whose lands are mentioned as early as 1365 in the archives of Cîteaux Abbey. And Craftsmanship, finally, lives in hands that still know — those of Loewe artisans, who braid leather and create intarsia using techniques that are more than 180 years old.

A lens focused on the heart of the Maisons

To capture this truth, Gaia Bonanomi did not recreate a set: she stepped directly into the places that shape the history of the Maisons. The Asnières workshop, where Louis Vuitton still crafts trunks by hand. 30 Montaigne, the iconic address of Maison Dior. Guerlain’s historic Champs-Élysées boutique, where the Maison unveiled its first bottles. The very lands of Hennessy, where cognac is born. Bvlgari’s headquarters in Rome, guardian of Roman jewellery craftsmanship and beyond. Each image carries the soul of the place it reveals.

The dream finds its voice

This perspective extends into a manifesto film, launched on 14 September, inviting audiences to trace their way back to the moment just before creation begins. It arrives in cinemas from 7 October, on television on the 13th, and unfolds into immersive capsules broadcast on DOOH and social media — each one a window opening onto what happens behind the scenes.

A dream that travels

The story stretches far beyond Paris. In France, it takes shape notably in a special issue of Paris Match and Connaissance des Arts, and is told in podcast form with Les Excellentes on Radio Classique. Internationally, it is reimagined: in China, a WeChat mini-program opens up the story of Journées Particulières to the public, extended through an event in Shanghai across two venues in the historic Zhangyuan district, where visitors will be able to attend masterclasses and artisan demonstrations, and stroll along “LVMH Avenue,” which will guide them from one site to the next.

A dream for all

The advertising campaign for the 6th edition of Journées Particulières shines a light on the sources of dreams beyond the workshops and emblematic locations of the LVMH Maisons, in France and internationally alike. Posters, screens, podcasts, mini-programmes: each format becomes a vehicle for the same journey — the one that leads back to the source of creation.

That is the full strength of this campaign: to show, beautifully, that behind every exceptional object lies a material, a place, a gesture...