For three days, luxury transforms into a journey of discovery and lived experience. From October 16 to 18, Les Journées Particulières return: the initiative through which LVMH opens to the public, free of charge, the places where the creations of its Maisons take shape. The sixth edition will be the most extensive ever organized: 46 participating entities, 65 locations across 11 countries, with 23 completely new openings and numerous experiences designed specifically for the occasion. Workshops, wineries, factories, historic residences, archives, iconic boutiques and vineyards will become, for three days, meeting places between the public and those who safeguard and transmit the savoir‑faire of the world’s leading luxury group.
The theme chosen for this sixth edition — “At the Origins of the Dream” — represents much more than a slogan suited to the occasion. It is an invitation to return to the places where excellence is born, even before it becomes a product: the territories, the gestures, the materials and the people who shape the identity of the Maisons every day. A shift in perspective that leads visitors to view luxury not as an object of desire, but as the result of a long layering of culture, nature and expertise, as Antoine Arnault explained on July 20 during the Milan presentation held at Da Vittorio Café Louis Vuitton.
At the Origins of the Dream: Luxury Told Through Its Places for Les Journées Particulières 2026
Since its debut in 2011, Les Journées Particulières has undoubtedly been the most ambitious — and among the most expensive, as Arnault himself admitted during the Milan launch — project through which LVMH has chosen to tell its own story. Not a simple public‑opening initiative, but an immersive experience built around the places that preserve each Maison’s identity: workshops, castles, vineyards, archives, factories and historic residences normally inaccessible.
The 2026 edition, while not chasing records, further expands this vision: for the first time, numerous sites previously closed to the public will be open, and a program of evening visits will debut, designed to offer an even more immersive experience.
In total, 11 countries will be involved, from France to the United States, from Japan to South Africa, passing through Italy, Switzerland, Scotland, Spain, Brazil, Australia and China.
“With this new edition of Les Journées Particulières, we wanted to return to the very origins of the dream: the places where our Maisons have their roots, the territories that inspire them and the people who bring them to life,” said Antoine Arnault. “By opening 65 locations around the world, we want to offer the public much more than a simple visit: an encounter with what profoundly shapes the identity, quality and excellence of our Maisons.”
Nature, Culture and Craftsmanship: The Three Pillars of LVMH Excellence
The entire event revolves around three concepts that define how the Group interprets contemporary luxury today.
The first is nature. Every creation is born from a territory, a particular climate, unique raw materials and a deep relationship with the environment. It is no surprise that LVMH accompanies this narrative with concrete results: 4.3 million hectares of natural habitats preserved or restored, 99.9% of grapes sourced from vineyards certified for sustainable viticulture, and the Triple A recognition awarded by CDP for climate, water and forests.
The second pillar is culture, understood as a living heritage built over centuries. The Group’s more than 75 Maisons safeguard architecture, archives, symbolic places and traditions that are constantly reinterpreted without losing their connection to their roots. This continuity is one of the distinctive elements of the LVMH model.
Finally, there is craftsmanship, perhaps the aspect that most defines the Group’s concept of excellence. Behind every bottle, watch, jewel or haute couture garment lies a long transmission of skills that today involves 280 métiers and more than 320 Virtuosi — figures entrusted with preserving and passing on a unique heritage of knowledge.
Wines & Spirits Maisons Open Their Most Iconic Locations
Among the most anticipated experiences of this sixth edition are those dedicated to the Wines & Spirits Maisons, one of the Group’s historic pillars. Here, the theme “At the Origins of the Dream” finds one of its most authentic expressions: wine and spirits embody the most direct relationship between nature, time and human expertise.
In Champagne, visitors will be able to enter the Veuve Clicquot vineyard, discovering the daily work behind some of the world’s most celebrated labels. In Cognac, the Hennessy Bottling Facility will exceptionally open its doors — a fundamental place in the Maison’s identity, normally inaccessible.
Alongside these experiences, the public will rediscover the universe of some of the Group’s most prestigious Maisons: Dom Pérignon, Krug, Ruinart, Moët & Chandon, Mercier, Château d’Yquem, Cloudy Bay, Chandon, Cheval Blanc, Château d’Esclans, Château Minuty, Ao Yun, Hennessy, Glenmorangie, Ardbeg, Belvedere and others representing the highest expressions of international wine and spirits.
A presence that confirms how the wine sector remains one of the Group’s founding souls and one of the most advanced laboratories for sustainability, quality and terroir enhancement.
Les Journées Particulières 2026: Italy as a Protagonist with Eight Experiences Showcasing Savoir‑Faire
Italy will play a central role with eight locations illustrating different expressions of the Group’s manufacturing excellence. Arnault reiterated this during the Milan launch, explaining how LVMH has always felt Italy as its second home.
In Rome, Fendi will open the Quadrato della Concordia with an immersive exhibition dedicated to a decade of haute couture, presenting the latest creations by Maria Grazia Chiuri.
In Piedmont, Loro Piana will welcome visitors to the modern Ghemme factory, revealing the processes that transform the world’s finest fibers into the Maison’s iconic knitwear, now led by Frédéric Arnault.
In Tuscany, Belmond Villa San Michele will allow visitors to explore one of the Group’s most fascinating Italian heritage sites, with Renaissance gardens inspired by Leonardo da Vinci.
In Veneto, the spotlight will be on the new Thélios manufacture, where visitors can observe the extraordinary precision required in crafting metal frames for luxury eyewear.
Rome will also host the exceptional opening of the historic Bvlgari boutique on Via Condotti, a true symbol of Italian high jewelry, while Milan will offer two very different experiences united by the pursuit of excellence: – Cova, where chefs will lead masterclasses on Italian pastry arts; – Officine Universelle Buly, which will present a calligraphy workshop at Museo Bagatti Valsecchi, turning handwriting into an aesthetic experience.
Completing the Italian itinerary is the Louis Vuitton Venetian manufacture, specialized in producing the Maison’s footwear, where artisanal tradition and technological innovation coexist in perfect balance.
Increasingly Exclusive Experiences and Luxury Explained by Those Who Create It Every Day
One of the main novelties of the 2026 edition is the desire to make visits even more immersive.
Some locations will be accessible only at specific times, such as La Samaritaine in Paris, which will open at dawn for a completely unprecedented experience.
Other initiatives will be reserved for a very limited number of visitors, such as access to Guerlain’s Réserve des Sublimes, while Sephora will offer sign‑language courses in Brazil, reflecting growing attention to inclusivity.
In the United States, visitors will be able to enter Tiffany & Co.’s Bird on the Rock atelier in New York; in Spain, Casa Loewe will open in Madrid; and in South Africa, Belmond will welcome the public to the historic Mount Nelson Hotel in Cape Town. The program will also include events in Shanghai and many other openings across the 11 participating countries.
The goal remains to offer not simple guided tours, but true experiences with those who create the Maisons’ products every day. More than the places themselves, the heart of Les Journées Particulières is the encounter with the men and women who safeguard the Group’s heritage of expertise.
Artisans, maître de chai, pattern makers, restorers, goldsmiths, pastry chefs, leatherworkers, winemakers, archivists and specialists will exceptionally open their workshops to share gestures that often require decades of experience to master. This transmission of knowledge is one of the initiative’s strongest messages: excellence is born from patience, repetition and the ability to pass down skills across generations.
