Celebrating culture and sustainability at CIIE 2024
Following 60 years of France–China diplomatic relations and ahead of the 10th anniversary of the Paris Agreement and COP21, LVMH Moët Hennessy Louis Vuitton showcased its latest exhibition at the China International Import Expo (CIIE), held from Nov. 5 to 10 in Shanghai.
“This CIIE comes at a crucial time for China and for the world,” said Marc-Antoine Jamet, general secretary of LVMH. He emphasized China as a long-term partner and reaffirmed the group’s deep appreciation for the local community, including artisans, suppliers, and creative talents. “Our relationship goes far beyond business,” he noted.
Seven iconic maisons highlight future vision
With sustainability as the central theme, LVMH featured seven of its flagship maisons — Bulgari, Christian Dior Couture, Parfums Dior, Guerlain, Hennessy, Louis Vuitton, and Tiffany & Co. — in a pavilion dedicated to excellence and creativity. Top executives, including Jean-Christophe Babin (Bulgari), Gabrielle Saint-Genis (Guerlain), and Andrew Wu (LVMH China), participated in panels discussing innovation, cultural ties, and future ambitions in China.
Themes included Hennessy’s cultural engagement, Guerlain’s approach to a dynamic beauty market, and Bulgari’s alignment with the rise of local pride through brands like Laopu. Babin noted similarities between Laopu’s embrace of Chinese heritage and Bulgari’s Italian roots.
‘The Louis’ as a symbol of connection
The Louis — LVMH’s ship-shaped retail concept in Shanghai — was highlighted as a cultural bridge in uncertain times. Andrew Wu, president of LVMH China, described it as a symbol of transparency and new government-business collaboration models based on openness and shared decisions.
Babin emphasized the growing appeal of culturally rooted luxury and referenced Bernard Arnault’s recent visit to a Laopu store in Shanghai, where the LVMH chairman spent over 30 minutes exploring the brand, reportedly calling it “exquisite and interesting.”
Beauty innovation and biodiversity efforts
Guerlain featured an illuminated orchid tree, representing its biodiversity commitment in China’s Tianzi Reserve. CEO Saint-Genis pointed out the increasingly discerning Chinese consumer and emphasized a market appetite for “the exceptional.” Guerlain recently opened its first spa flagship in Beijing’s PuXuan Hotel.
Saint-Genis also praised local beauty innovators like To Summer and Documents, who are redefining fragrance as lifestyle. She underlined Guerlain’s strategy to adapt its packaging and storytelling to align with evolving local tastes and expectations.
