Go big or go home. LVMH shows that it is serious about its perfumery aspirations with the acquisition of a prized property in Grasse, and its subsequent transformation into the perfumery ateliers of two of the world's most highly-regarded perfumers, who happen to work for the company. The restoration of the property, the Les Fontaines Parfumées, took four years and the work of over 200 skilled artisans and journeymen from the region. The men presiding over this hallowed estate? François Demachy and Jacques Cavallier Belltrud, the master perfumers of Christian Dior and Louis Vuitton respectively, who will create their perfumes in their maisons housed within the site.
Says Bernard Arnault, the Chairman and CEO of LVMH, "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." Besides literally going back to the roots of perfumery, the new creative workshops will work on preserving the use of traditional ingredients like rose, jasmine, lavender, tuberose and mint that is cultivated in Grasse. A perfumery house that has a healthy respect for tradition and the luxury of raw ingredients? What a breath of fresh air.