LVMH Unveils in Milan the Sixth Edition of "Les Journées Particulières 2026" At the Origins of the Dream with 65 Venues Open in 11 Countries

Yesterday, in Milan, LVMH presented the full programme for the sixth edition of Les Journées Particulières, scheduled for 16–18 October 2026. For three days, 46 Maisons will exceptionally open 65 venues across 11 countries, offering the public exclusive experiences and access to locations that can be visited for the very first time. Ateliers, manufacturing facilities, cellars, historic residences, archives and iconic boutiques will welcome visitors to discover the savoir-faire, the traditions and the people who bring the Maisons' creations to life every day. Founded in 2011, the initiative gives the public free behind-the-scenes access to the Group.

"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. By opening 65 venues around the world, we want to offer the public far more than a simple visit: an encounter with what profoundly shapes the identity, quality and excellence of our Maisons," said Antoine Arnault, Image and Environment at LVMH. The 2026 edition is built around the theme "At the Origins of the Dream" and highlights three fundamental dimensions: nature, culture and craftsmanship. Nature is celebrated through the materials, terroirs and landscapes that inspire the creations; culture through the emblematic locations and the history of the Maisons; craftsmanship through the gestures of the artisans and the transmission of knowledge, with 280 Métiers and over 320 Virtuosos within the Group.

In Italy, where the Group is deeply rooted with six Maisons, 282 stores, over 18,000 employees and 72 production sites, the event takes on particular significance. Eight Italian venues will open their doors: among them, Fendi in Rome with the Quadrato della Concordia and an immersive exhibition on a decade of haute couture, Loro Piana at its state-of-the-art site in Ghemme, Piedmont, to discover the art of knitwear, Belmond Villa San Michele in Tuscany with its gardens and Leonardo da Vinci-inspired heritage, the new Thélios manufacturing facility in Veneto, the historic Bvlgari boutique on Via Condotti in Rome, Cova and Officine Universelle Buly in Milan with masterclasses and workshops, and finally the Louis Vuitton footwear manufacturing facility in Venice.

During the press conference, Antoine Arnault said that "Italy has always been like a second home to us — a place where elegance, creative freedom and boldness engage in dialogue with tradition and innovation. This is the spirit of Les Journées Particulières since their creation in 2011. From 16 to 18 October, we will invite the public to the origins of the dream." He then elaborated on the three dimensions of the theme: "Because dreams in our world do not come from nothing. They are rooted in history, in materials, in gestures, in places and always in culture. First of all, nature. Then culture. And finally the gesture — probably the most moving to observe."

This year's edition will also introduce several new features, including evening openings, venues being visited for the first time and exclusive experiences. On the international stage, highlights include the opening of Casa Loewe in Madrid, the Tiffany & Co. atelier in New York and Belmond's Mount Nelson in Cape Town. During the Milan press conference, Arnault spoke about how the event is strongly driven by the artisans themselves: "It was the artisans themselves who asked for it in many of our Maisons. [...] We want to meet our customers or potential customers again. We want to be brought back into the spotlight." He also underscored the value of direct encounters with those who embody the savoir-faire: "The interactions between the artisans and the public are probably the most beautiful moments of these Journées Particulières. You can truly interact with the artisan, and that makes the experience very special — not only for the public but for the artisans themselves."

The event continues to generate great public interest. Responding to questions from nss magazine, Arnault explained: "I think everyone wants to go behind the scenes every day. It's natural. It's an ideal opportunity for curious people to plan one or two days discovering places they would otherwise never be able to see. [...] Passion generates passion, and our passionate artisans [...] If you have even a spark of curiosity, you will have the best weekend possible." Registrations will open in September on the official Les Journées Particulières website, but the various locations will also be open for walk-in entry on a first-come, first-served basis while places last. The public will thus be able to plan visits to multiple venues, enjoying a unique experience that celebrates the excellence, the traditions and the people who make the LVMH dream possible.