LVMH and the 2024 Olympics: behind the scenes revealed
The unprecedented partnership between LVMH and the 2024 Olympic Games is now at the heart of an exclusive documentary broadcast on France TV until December 31, 2024.
An exceptional collaboration
This 30-minute documentary, Artisans de Toutes les Victoires, offers a fascinating behind-the-scenes look at this unprecedented association between the luxury giant and one of the world’s greatest sporting events. From the start of negotiations in December 2022 to the production of the medals and Olympic outfits, each stage is meticulously traced.
A key moment? The strategic lunch between LVMH executives and the International Olympic Committee (IOC) at the prestigious Cheval Blanc restaurant in Paris, overlooking the Seine. Hélène Freyss, LVMH Communications Director, confides: “We wanted to arrange the medals on trays designed by Louis Vuitton”. Initially skeptical, IOC President Thomas Bach was won over by the brand’s emblematic leather cases.
The commitment of LVMH luxury brands
The documentary also highlights the key role played by several of the group’s major houses, including Berluti, Chaumet, Dior, Louis Vuitton and Sephora. Chaumet took on the challenge of creating the Olympic medals, while Berluti ‘s teams designed the athletes’ outfits for the opening ceremony in record time.
This collaboration enabled Dior to reach a pinnacle of visibility, with creations worn by Céline Dion and Lady Gaga at the opening ceremony, and by Yseult at the closing ceremony. A triumph confirmed by a Launchmetrics study, placing Dior at the top of the list of most media-savvy brands, with an impressive MIV (Media Impact Value) of $53 million.
A documentary not to be missed
More than just a tribute, Artisans de Toutes les Victoires celebrates a successful alliance between the world of luxury and that of sport. Available free of charge on France TV until the end of the year, this documentary is an invitation to discover the craftsmanship and creativity behind these historic moments at the Paris 2024 Olympic Games.
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