As a founding partner of the VivaTechnology event, LVMH presents the major innovations of its Maisons and startups’ ecosystem.



For the eighth edition of VivaTech, Europe’s leading event for startups and technology, held this year between May 22 and May 25, LVMH unveils its “Dream Garden”, a pavilion where innovation serves excellence and dreams for its customers, startups and talents. Thanks to the opportunities powered by artificial intelligence and data analysis, LVMH aims to improve and reinvent every facet of the luxury sector. As a founding partner of the event, LVMH is once again setting the pace by bringing together thirteen of its iconic Maisons as well as a rich ecosystem of promising startups selected via its iconic Innovation Award.

© Sarah Aubel

For this 2024 edition, the innovations developed by the Group’s Maisons and startups will be presented in the LVMH pavilion
“The Dream Garden”. After the LVMH “Dream Box” in 2023, this year the Group welcomes the public to its “Dream Garden”, a showcase inviting visitors to immerse themselves in the dreams and worlds of the Group’s Maisons. The innovations that the public will be able to discover, those of the Maisons as well as those of the invited startups, represent three key strategic pillars of innovation for LVMH: Luxury Customer Experience, Brand Desirability and Exemplary Leadership.  

The first is to promote a Luxury Customer Experience by offering the most harmonious and innovative retail experiences, both online and in-store.  

Several Maisons are present such as:  

  • Loro Piana, which relies on generative Artificial Intelligence to create digital representations of customers dressed in one of the brand’s outfits.  
  • Moët Hennessy, which showcases a new conversational experience on its wines thanks to AI. 
  • Sephora, which unveils a series of immersive, AI-powered innovations designed to transform the beauty retail experience.  
  • Louis Vuitton, which uses Artificial Intelligence to deliver a personalized experience for its customers 
  • RIMOWA, which invites customers to discover a range of its products using Apple Vision Pro and is also developing new means of security & authenticity via blockchain.

The second pillar of the LVMH innovation ecosystem is Brand Desirability. This is achieved through the exceptional products offered by LVMH’s Maisons, powerful communications and marketing campaigns, and engaging talent experience, from recruitment to career development. 

A desirability illustrated by several Maisons: 

  • Hennessy, thanks to Ampelos and augmented reality, gives every vine pruner, from novice to expert, the chance to learn and practice pruning the vine, whatever the season.     
  • TAG Heuer enhances the golf experience by immersing the customer in a journey that previews the course layout and obstacles using Apple Vision Pro. 
  • Guerlain promotes a new, immersive experience with fragrance diffusion and a virtual reality headset. 
  • Bulgari invites its customers to mix their mythical fragrance. The result is a highly personal audiovisual work of art, reflecting the customer’s emotions.   
  • Parfums Christian Dior shares new tools exploring the different stages of this dynamic creative process, which combines technology with the powers of imagination. 
  • Christian Dior Couture uses data to increase desirability at 4 key stages in the product life cycle. 

Finally, the third pillar is to guarantee the Exemplarity of our Leadership by promoting a sustainable growth, making our sites and products more accessible, while ensuring that the use of artificial intelligence is ethical and oriented towards the well-being of individuals. 

These are the same challenges faced by:  

  • Loro Piana, which extends its authentication and traceability services in line with its commitment to environmentally friendly practices 
  • Ruinart, which presents an installation combining art and science to help us better understand nature and how it is affected by global warming. 
  • Tiffany & Co. which is committed to the transparency and traceability of its diamonds. A process that blends craftsmanship and technology, combining personalized service, precision and innovation.

8th edition 2024 of the LVMH Innovation Award  

As with every edition, the LVMH Innovation Award is one of the highlights of the Group’s presence at VivaTech. Since 2017, this event has rewarded the most impactful startups in their category. Each year, the attractiveness of this award is only confirmed, as evidenced by the record number of startups applications received this year: more than 1,545 applications from 89 countries, compared with 1,300 in 2023.  

Overall, 18 startups whose proposed solutions are set to shape the future of the luxury goods industry have been selected in 6 categories : Image & Media For Brand Desirability, Sustainability & Greentech, Immersive Digital Experiences, Omnichannel & Retail, Operations Excellence, Employee Experience, Diversity & Inclusion. 

This year, a special award will also be awarded to a startup for its work related to Data and AI.  

These finalists will be invited to present their solutions on the LVMH pavilion throughout the show. The winners will be awarded at a ceremony on May 23, and one of the winning startups will be named the grand winner of the LVMH Innovation Award 2024. 

All finalists will join La Maison des Startups LVMH, the Group’s acceleration program, where they will benefit from coaching, mentoring and access to the LVMH network of luxury industry experts. Some startups will also be able to collaborate with Group’s Maisons. Ten startups’ alumni will present their success stories with LVMH Maisons in the Dream Garden.

A year marked by a major partnership 

As Premium Partner of the Olympic and Paralympic Games Paris 2024, LVMH has the ambition to be “The Artisan of All Victories”. The artisans of the LVMH Group share with the athletes the same desire that inspires “The Art of Crafting Dreams”. Like them, they contribute to all victories, large and small, perfectly executed gestures, overcoming obstacles, and achieving beautiful successes. This unprecedented collaboration contributes to heightening the appeal of France and Paris around the world for this unmatched celebration of high-level sport. In this dedicated space, LVMH is pleased to showcase exclusive production from its Maisons, such as medals designed by Chaumet, the French Team’s Opening Ceremony outfits designed by Berluti and the Torch and Medal trunks created by Louis Vuitton.  

On this special occasion, the Group launches an immersive and experiential space « The Maison of All Victories» highlighting the partnership between LVMH and the Olympic and Paralympic Games Paris 2024. This universe will enable visitors to discover the unique craftmanship of our Maisons and our ambassadors’ athletes.

© Sarah Aubel

APPENDIX – LVMH Innovation Award finalists 

Image & Media for Brand Desirability :   

  • Ircam Amplify : Amplifying the power of sound for brands and user experiences 
  • Raive : Multimedia GenAI company with built-in IP royalty attribution 
  • Trajaan : Enterprise search listening and intelligence software

Sustainability & Greentech : 

  • Aectual : Circular 3D printed store and architectural finishes using recycled materials 
  • Jikantechno : Agricultural waste transformed into industrial biomaterials 
  • Synovance : Bio-based dyes and pigments for cosmetics and fashion

Immersive Digital Experiences : 

  • BLNG : Sketch-to-design GenAI and virtual studio for jewelry 
  • FancyTech : GenAI video production based on product 3D model and creative brief 
  • Xydrobe : Multisensory VR experiences across retail and events

Omnichannel & Retail : 

  • EQL : Product launch technology for desirable limited editions 
  • GK Concept : Tailor-made technologies for in-store interactive expériences 
  • Glanceable :  AI-powered customer feedback analytics solution

Operations Excellence : 

  • Authena : IoT solutions for real-time traceability and product authenticity protection 
  • Perception Manufacturing : Factory process optimization and operations quality control based on computer vision and AI 
  • WizyVision : Frontline worker mobile application no-code development platform

Employee Experience, Diversity & Inclusion : 

  • Heralbony : Art license for enterprise with unique narratives by artists with disabilities 
  • OpenDecide : Science-based platform to optimize team performance 
  • Witty Works : AI-tool for inclusive language to recruit, retain diverse talents and build inclusive culture