In the context of the Olympic Torch Relay of Paris 2024 and its arrival in Marseille, LVMH, Louis Vuitton and Sephora unveil a unique program



Lit according to tradition in Olympia, the Olympic Flame of Paris 2024 left Athens at the end of April aboard the Belem to reach Marseille on May 8th, welcomed by an extraordinary celebration in the Vieux Port, marking the start of its journey across France. On the deck of the Belem Caisse d’Epargne Foundation ship, the Louis Vuitton trunk that protects the torch was opened by Florent Manaudou, Olympic swimmer and champion in the 50m freestyle and four-time Olympic medalist. It was then lit by him at the prow of the ship. The trunk was made by the artisans of Louis Vuitton, in their emblematic Asnières workshop near Paris. It completes the Maison’s collection of trophy trunks, highlighting its exceptional craftsmanship and groundbreaking creativity.

Images France Télévisions - Paris 2024 / © CIO  

Sephora, Official Partner of the Olympic and Paralympic Torch Relays of Paris 2024, launched a store activation which will travel through 46* shops located in cities covered by the Relay of Paris 2024, giving customers a chance to win beauty products or even tickets for Paris 2024. Sephora will also welcome the public within celebration zones of four major cities along the Olympic Torch Relay of Paris 2024: Bordeaux on May 23rd, Nice on June 18th, Lille on July 2nd, and Paris on July 14th.

The Olympic and Paralympic Torch Relays of Paris 2024 are also a unique opportunity for LVMH to celebrate its talents – Artisan of All Victories of the Group in all professions – as well as its heritage throughout France. More than two hundred collaborators from the Group and its Maisons across France (workshops, stores, production sites) have been selected based on their social, environmental, sports or community commitment to participate in both Olympic and Paralympic Torch Relays throughout France. It represents a once in a lifetime chance to bring together talents across Maisons, professions or sectors within the Group to meet with the general public across territories. LVMH will organize inclusive celebrations close to where the Torch Relay of Paris 2024 passes to resonate with the Group’s mission, “The Art of Crafting Dreams”:

– May 23rd at Château Cheval Blanc’s site in Saint Émilion

– July 14th at Pont Neuf square between La Samaritaine and Louis Vuitton Headquarters in Paris

– July 15th at Fondation Louis Vuitton and Jardin d’Acclimatation in Paris, where children from French association “Le Secours Populaire” will be invited to join festivities.

These key moments will be unified by a scenography built around the concept of  “The Fabric That Connects Us”.

Furthermore, the Olympic Torch Relay of Paris 2024 will also pass by sites linked to the Group:

– May 24th in front of Hennessy in Cognac

– May 31st near Christian Dior Museum in Grandville

– June 30th near Moët & Chandon in Epernay