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LVMH and thirteen of its Maisons participate for the first time in China International Import Expo (CIIE) with a pavilion focused on heritage and innovation. The second CIIE edition, which takes place from November 5 to 10, is a major event designed to develop trade and enhance cooperation between China and other countries.
LVMH, the world’s leading luxury products group, has a longstanding relationship with China. It was one of the first to enter the country and to invest and develop its business there. Hennessy made its initial shipment of cognac to China back in 1859, while Louis Vuitton opened a pioneering boutique in the Palace (now Peninsula) Hotel in Beijing in 1992. Other Maisons followed, guided by their desire to win over this newly opening market and encouraged by the trade momentum of the country. Their interest was reflected in multiple projects, including the opening of Louis Vuitton and Dior shops in Shanghai’s first mall – the prestigious Plaza 66 – the organization of a spectacular Fendi show at the Great Wall of China and the staging of a Dior show on Shanghai’s celebrated Bund waterfront. The cultural dimension integral to the Maisons’ activity was also promoted through numerous events in cities across the country. Examples include the Chaumet exhibition in Beijing’s Forbidden City, LVMH’s sponsorship of Olivier Debré’s stage curtain for the Shanghai Opera House, its support for the incredible “Impressionist Treasures from the French National Collections” exhibition, and its presence in the French pavilion at Shanghai World Expo in 2010.
Today, LVMH and its Maisons are represented across China through a solid network of more than 950 shops and more than 24,000 employees. For LVMH and its Maisons, this participation in the second CIIE offers a fantastic opportunity to strengthen their close ties with China and take their strategic commercial and cultural partnership to the next level. This headline event, with its opening ceremony attended by Chinese President Xi Jinping and French President Emmanuel Macron, is clearly one of the highlights of 2019 for LVMH.
This year, representatives from more than 150 countries, territories and international organizations, as well as 250 of the world’s 500 largest companies are scheduled to attend the CIIE. The event is honoring France as part of the 55th anniversary celebration of diplomatic relations between China and France. The deep symbolism made CIIE a must-attend event for LVMH, the world’s leading luxury products group and standard-bearer of French know-how and innovation.
LVMH has a 500 square-meter pavilion at Shanghai’s National Convention and Exhibition Center and is also present in the Business France pavilion along with other major French companies. It showcases the excellence of the Maisons and their unique ability to combine innovation and heritage with a carefully crafted, innovative scenography that pays homage to France. Inspired by the pavilions of the late 19th century, the LVMH structure adds an elegant, modern touch to the transparent glass and metallic latticework typical of that era’s architecture. The thirteen Maisons installed inside and around the pavilion represent the Group’s five business sectors, all of which are present in China: Wines & Spirits, Fashion & Leather Goods, Perfumes & Cosmetics, Watches & Jewelry and Selective Retailing
Each Maison has a theme-based area to recreate its own specific universe and present its history and traditions while offering visitors a uniquely modern experience. Dior, for example, has recreated the façade of its emblematic headquarters at 30 Avenue Montaigne in Paris, while Louis Vuitton has erected a replica of the Eiffel Tower made from its iconic trunks and suitcases – symbols of Parisian luxury presented in Shanghai especially for the occasion. Other Maisons, like Moët & Chandon and Chaumet, are counting on a resolutely technological, immersive experience to present both their iconic products and latest offerings, demonstrating that innovation and heritage can work together to make our exceptional creations even more special.