Art & Culture
The art of retail
LVMH has always nurtured a passionate relationship with the world of art, a source of inspiration for exceptional products that are the fruit of masterful craftsmanship and rare skills.
An artful experience for customers
Beyond their patronage initiatives, LVMH and its Maisons have since the early 2000s actively promoted a unique blend of art and architecture that transforms the customer experience and shares this passion for beautiful objects with the largest possible number of people.
Artworks at flagships, stores and other public spaces add an extra dimension, fitting naturally thanks to carefully curated affinities, a perfect echo to uncompromising creativity. The art in our retail spaces sparks emotion while instantly transmitting the values of the Maison.
Art de vivre and art
A monumental sculpture, a copper arc rises from the lagoon with metallic arms that reflect the rays of the sun. At the Cheval Blanc Rhandeli hotel in the Maldives, artist Vincent Beaurin plays with water and light in both the rooms and the landscape. Cheval Blanc, the hospitality brand of LVMH, transforms a journey into multifaceted invitations. Its unforgettable Maisons and horizons offer escapades where guests discover a unique collection of contemporary artworks. As captivating expressions of unique experiences, these singular creations are inseparable from an exceptional art de vivre.
At Cheval Blanc Courchevel, Bruno Peinado’s mirrored Trojan Horse, Xavier Veilhan’s bear, seemingly sculpted from snow, or the immense pearl necklace by Jean-Michel Othoniel all open fresh poetic perspectives for guests. The soon to reopen Cheval Blanc Saint Barth Isle de France will unveil the Constellation of Pegasus, a giant mobile by Jean-Michel Othoniel set in the heart of a tropical paradise conceived by garden designer Madison Cox.
LVMH welcomes creativity to the center of its different universes not simply to kindle sensations, but also to explore meaning. There is an osmosis between excellence and innovative expressiveness. When Hennessy invited the art collective Marshmallow Laser Feast to create an installation for its “Founder’s Cellar” in Cognac – where its most precious eaux-de-vie are carefully stored – the idea was to pay tribute to the sublime, inspired skill and almost spiritual dedication of the master blender. Entitled “The Quest”, an amazing galaxy of almost immaterial crystals is intersected by light and enriched by sound, a celebration of the pinnacle of excellence that can be reached when prodigious nature and virtuoso artisans meet…
«The art in our retail spaces sparks emotion while instantly transmitting the values of the Maison.»
Shopping as artistic journey
As the virtual world continues to permeate daily lives, the desire – indeed the need – to reconnect with simple pleasures becomes stronger than ever. Pleasures such as wandering through a store, being surprised, or discovering some inner enrichment. The stores of LVMH Maisons seek to elevate reality, to connect with true emotions and encourage time for contemplation.
Guerlain stores, for instance, have always been designed as truly unique showcases thanks to the artists and artisans who craft them. In the 1930s, Jean-Michel Frank, Christian Bérard and Alberto Giacometti all applied their talents to create décors for the Guerlain boutique on Place Vendôme, as well as for the newly opened Institut des Champs-Élysées. Guerlain boutiques continue to cultivate their strong ties with art today. The Passy boutique, which recently reopened at 93, rue de Passy, welcomes “L’Abeille” (The Bee) by Brazilian photographer Vik Muniz, was well as an exquisitely soft and refined interpretation of the orchid by Caroline Perrin and a series entitled “Ashkal” by Lebanese designer Richard Yasmine.
Support for talented artists and artisans is also an integral part of the Guerlain identity. For the past 12 years, the Maison’s most emblematic store at 68, Champs-Elysées has taken part in the “private itinerary” tour during the FIAC international art fair. For the 2018 edition, an exhibition with the unambiguous title “Future Anterior” has been conceived by curator Caroline Mensensee, proposing a novel perspective in resonance with Guerlain’s 190th anniversary. This anniversary is being celebrated throughout the year, including a tribute to photography, which was invented the same era Guerlain was founded. Over the summer, the Guerlain boutique featured a series of photos commissioned from eight photographers, each illustrating a period in the history of the Maison alongside the corresponding state of the art in photographic techniques. In addition to sharing singular perspectives of the Maison, events such as these are a tremendous springboard that boosts recognition for both emerging and established artists by giving them exposure to a broad public.
Distinctive exhibition spaces at stores sometimes really push boundaries, as at Le Bon Marché, now well-known for its regular art events. In winter 2017 the celebrated department store gave carte blanche to Argentine artist Leandro Erlich, who revisited the architecture with trompe-l’œil illusions, creating an itinerary like a waking dream as visitors meander through the store. This masterful immersion echoes installations in previous years by Ai Weiwei and Chiharu Shiota.