The Maison Louis Vuitton unveils its creative atelier in the heart of Grasse, an emblematic domain.
One need only pass through the wrought iron gates of the property - Les Fontaines Parfumées - to immediately forget the cars racing up and down the Route Napoleon. Suddenly, you feel the cool shade of majestic trees along the main avenue. You can already hear the flow of La Foux, Grasse’s historical spring, as it courses through small stone channels, past the fountain and down to the old mill below.
A little farther on, one arrives at the main building with its beautiful terrace named Les Fontaines Parfumées, or “the scented fountains”. This property has an actual perfume fountain installed in the rotunda since the 1920s where visitors would come to fill their bottles directly.
This estate is now the cornerstone of Louis Vuitton perfumes and will serve as an olfactory creative center for LVMH.
Les Parfums Louis Vuitton: available from September 2016.
The world’s perfume capital, Grasse is an emblematic town on the French Riviera; a domain with a key asset, spring water that runs through the town, which has shaped its history.
The Maison Louis Vuitton unveils its creative atelier in the heart of Grasse, an emblematic domain.Les Parfums Louis Vuitton Les Fontaines Parfumées Jacques Cavallier Belletrud
Itinerary of a Grasse native.
Named Maître Parfumeur of Louis Vuitton in 2012, Jacques Cavallier Belletrud traveled the world for four years to perfect the first collection of Louis Vuitton perfumes.
As a schoolboy in Grasse, Jacques Cavallier Belletrud would walk by an imposing portal. He had no idea what sat behind the wrought iron gates that so intrigued him. Little could he have imagined that in 2016 this very place would become his creative workshop.
At the age of eight, Jacques Cavallier Belletrud went to his father, a perfumer, and told him he wanted to follow in his footsteps. He learned perfume notes the way other children practiced piano scales. When he got good grades in school, his father allowed him to weigh out formulas. The day after receiving his high school diploma, he began working in a perfume factory in Grasse, where he learned to distill flowers. At 18, he created his first formula — but his father reminded him that becoming a perfumer takes much more than mixing a few scents together...
Les Parfums Louis Vuitton: available from September 2016.Les Parfums Louis Vuitton Grasse Jacques Cavallier Belletrud
Land Rover BAR gained second place in the last of Sunday’s three races, which gave them the overall regatta win at the Louis Vuitton America’s Cup World Series Portsmouth event.
Sir Ben Ainslie is the man carrying the hopes of the UK fans who turned out in thousands to cheer on the Land Rover BAR team. His words during the press conference were quite premonitory “Last year was massive, being able to win this event as a new team, and obviously the aim is to do that again this time”.
The Duke and Duchess of Cambridge were on hand to present the awards and it was a fitting end to an amazing weekend of action for the British fans in Portsmouth.
The win also put the British team into first place on the overall Louis Vuitton America’s Cup World Series leaderboard, overtaking Emirates Team New Zealand who dropped to third with ORACLE TEAM USA in second, Softbank Team Japan in fourth, Artemis Racing fifth and Groupama Team France in sixth.
Find further information on the races and discover the new Louis Vuitton America's Cup collection here.
America’s Cup Sailing
This new range of packaging named "Imperial Saffron" remains true to the house’s origins as a packer.
This distinctive color has been specially selected to create a new visual signature while it has woven itself into Louis Vuitton’s history since a century and a half. It can be seen on many iconic heritage pieces such as the trunk known as « Citroën » in the Louis Vuitton archives, created for an expedition in Africa launched by the French automobile firm in 1924.
From now on, the Louis Vuitton packaging will feature this imperial saffron shade highlighted with blue, a complementary color already used in early personalization details from 1854 onwards, but also for the House’s ribbons since many decades. The combination of the two colors gives a very modern, yet eternal look that is reminiscent of the golden age of travel.
While the thicker paper and cotton ribbon handles allow for greater resilience during transport, the new formats are easily folded and slipped into a suitcase or travel bag. Raw cotton and flat-pack boxes are part of a greater focus on sustainability on behalf of the House.Packaging Archives Sustainability
On the fresh waters of Lake Michigan for the first time, the Louis Vuitton America's Cup event in Chicago provided spectacular racing.
After an intense weekend, the action of the Chicago races has come to an end. In front of sold out grandstands, the six America’s Cup teams fought fiercely, worthy of the yachting worlds most celebrated trophy.
The final regatta podium had SoftBank Team Japan in third and Land Rover BAR in second place, and it is Artemis Racing who leave the Louis Vuitton America’s Cup World Series Chicago as event champions.America’s Cup Sailing