LVMH presents Christian Dior & Louis Vuitton’s new creative perfume workshops, "Les Fontaines Parfumées", in the French to...
September 15 2016 - 10:00AM
Business Wire
Claude Martinez, CEO of Christian Dior Parfums and Michael
Burke, CEO of Louis Vuitton, today inaugurating “Les Fontaines
Parfumées”, the creative workshops of Jacques Cavallier Belletrud
and François Demachy, the Master Perfumers of the Maisons Louis
Vuitton and Christian Dior, in the heart of the world’s perfume
capital, Grasse, situated on the French Riviera.
A jewel in the heart of Grasse
Les “Fontaines Parfumées”, the site dedicated to the production
of perfume, has been given a new lease of life. After four years of
study and research into the legacy of the site, almost 200 artisans
and journeymen, primarily from the region - as a mark of respect
for the local craftsmanship - were entrusted with the restoration
work of this centrepiece at the heart of the town. The challenge of
the two Maisons has been to preserve the heritage while applying
contemporary features to the ancient structure of the Bastide and
its mill in order to establish a place that would give rise to
creativity, exchange and education. The estate welcomes every year
several hundred colleagues from the Maisons Christian Dior and
Louis Vuitton, to share with them the exceptional characteristics
of the raw materials from the Grasse region and the outstanding
knowledge and expertise of the two creative Maisons.
Nature constitutes a special source of inspiration for the
Master Perfumers. 350 essences have been rigorously selected by
Jacques Cavallier Belletrud and François Demachy, both originally
from Grasse, to create this sensual palette throughout the estate:
exceptional roses, tuberoses, jasmin, citrus trees, lavender,
mint…the list goes on.
Bernard Arnault says: “The inauguration of Les Fontaines
Parfumées conveys our ambition to preserve and sustain our expert
knowledge and skillset. Grasse was the muse of Christian Dior and
the place where he claimed to feel as much a couturier as a
perfumer. It is also here where the leather industry emerged and
flourished in the 17th century. By establishing its perfume house
in Grasse, the LVMH group has once again shown its commitment to
the preservation, transmission and promotion of the highest level
of expertise within its original birthplace.”
Nurturing local production
Only 30 tons per 40 hectares of perfume flowers are produced in
Grasse today. To support cultivation for the future, the Maison
Christian Dior entered into exclusive partnerships ten year ago,
firstly with the local estate “Domaine de Manon”, then with the
“Clos de Callian”, from where Christian Dior has committed to
purchasing its entire crop Louis Vuitton will similarly form
partnerships with young producers. The two Maisons are working in
close collaboration with production sites, financing to this end
new state-of-the-art equipment. Lastly, in addition to the courses
offered in various establishments throughout the region, the two
Master-Perfumers welcome apprentices from Grasse to Les Fontaines
Parfumées as a means of introducing them to the art of creativity.
In so doing they maintain the transfer of knowledge from master to
disciple, a tradition from which they themselves were
beneficiaries.
About LVMH
LVMH Moët Hennessy Louis Vuitton is represented in Wines and
Spirits by a portfolio of brands that includes Moët & Chandon,
Dom Pérignon, Veuve Clicquot Ponsardin, Krug, Ruinart, Mercier,
Château d’Yquem, Domaine du Clos des Lambrays, Château Cheval
Blanc, Hennessy, Glenmorangie, Ardbeg, Wenjun, Belvedere, Chandon,
Cloudy Bay, Terrazas de los Andes, Cheval des Andes, Cape Mentelle,
Newton and Bodega Numanthia. Its Fashion and Leather Goods division
includes Louis Vuitton, Céline, Loewe, Kenzo, Givenchy, Thomas
Pink, Fendi, Emilio Pucci, Donna Karan, Marc Jacobs, Berluti,
Nicholas Kirkwood and Loro Piana. LVMH is present in the Perfumes
and Cosmetics sector with Parfums Christian Dior, Guerlain, Parfums
Givenchy, Parfums Kenzo, Perfumes Loewe as well as other promising
cosmetic companies (BeneFit Cosmetics, Make Up For Ever, Acqua di
Parma and Fresh). LVMH is also active in selective retailing as
well as in other activities through DFS, Sephora, Le Bon Marché, La
Samaritaine, Royal Van Lent and Cheval Blanc hotels. LVMH's Watches
and Jewelry division comprises Bulgari, TAG Heuer, Chaumet, Dior
Watches, Zenith, Fred, Hublot and De Beers Diamond Jewellers Ltd, a
joint venture created with the world’s leading diamond group.
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