Olympic Games 2024: LVMH prepares its “Cultural Olympiad

Premium partner of the Paris 2024 Olympic and Paralympic Games, LVMH unveils the program for its “Cultural Olympiad”. Throughout the summer, the luxury group’s Houses will offer exhibitions linking art and sport.

While the city of Paris is abuzz with excitement ahead of the 2024 Olympic Games, the Number One in luxury goods has just announced its “Cultural Olympiad”. Throughout the summer period, the brands in the LVMH portfolio will be offering various events and exhibitions where art and sport will come together for a creative dialogue.


In order to combine “muscle with spirit”, as Pierre de Coubertin, the founder of the modern Olympic Games, wished, the LVMH brands have redoubled their imagination. The headquarters of Berluti, Dior, Guerlain, Louis Vuitton and La Samaritaine will be the meeting points for a seven-stage route through Paris.


Berluti or “French Elegance in Motion


The House of Berluti has teamed up with artist Mathieu Forget for an immersive exhibition. The artist set out to meet athletes and capture their movement in iconic locations, dressed in Berluti-signed silhouettes or sportswear.


From June 1 to September 9, 2024, at 9 rue du Faubourg Saint Honoré

Dior, rendez-vous avenue Montaigne


Galerie Dior is exhibiting a series of photographs celebrating audacity, creativity and excellence in different areas of its historic Avenue Montaigne store, featuring Dior sports ambassadors such as gymnast Mélanie de Jesus dos Santos and skateboarder Aurélien Giraud.


From June 19 to September 9, 2024, at Galerie Dior, 11 rue François Ier


Guerlain, “Or Norme


Guerlain devotes a photographic exhibition to gold, the precious metal that inspires athletes and makes the whole world dream. Entitled “Or Norme”, it brings together the work of sixteen artists, including Yves Klein, Martin Parr and the duo Pierre et Gilles.


June 6 – September 12, 2024, Champs Élysées

Louis Vuitton, double the game


The Maison Louis Vuitton is offering not one but two exhibitions on the theme of sport. The first, christened “LV DREAM” is a tribute to the brand’s history and its exchanges with the sporting world, illustrated by a selection of archive documents, photographs and emblematic objects.


June 18 – December 31, 2024, quai de la Mégisserie, Paris


The second, “La Malle Courrier“, showcases the expertise of Louis Vuitton’s workshops through emblematic trunks designed by Kim Jones and Virgil Abloh, among others. A cabinet of curiosities also presents symbolic objects such as contributions from Georges Vuitton to the Asnières fencing society in 1891, or trophy trunks designed for sports competitions.


April 2 to December 31, 2024, Asnières

The Louis Vuitton Foundation, “The Collection, Rendez-vous with sport”


The Fondation Louis Vuitton brings together the work of five French and international artists, Abraham Poincheval, Andreas Gursky, Roman Signer, Omar Victor Diop and Jean-Michel Basquiat. These works “offer a poetic and offbeat take on the theme of sport”. It should be noted that the loan of “Olympic Rings” by Jean-Michel Basquiat and Andy Warhol, originally produced for the “Basquiat x Warhol, à quatre mains” exhibition, has been exceptionally extended to celebrate this major sporting event.


From May 7 to September 9, 2024, avenue du Mahatma Gandhi.

La Samaritaine, cultural trio


La Samaritaine is thinking big and putting on three free exhibitions. The “Les Légendes Mondiales du sport” exhibition brings to life the greatest sporting events of the last 100 years through a hundred iconic objects belonging to the greatest athletes, from the private collection of Terence Darrigade.


With “Domestic Games, les femmes à l’épreuve“, Camille Menard, founder of the AgnstDesign studio, imagines installations that question the relationship between sport and our daily lives, and the status of women in international sporting competitions.


At the invitation of La Samaritaine, Fisheye presents a photographic exhibition by Enzo Lefort, Louis Vuitton and LVMH ambassador and member of the French foil team, who turns his keen eye on top-level sports and competitions.


From April 30 to September 8, 2024, at La Samaritaine, 9 rue de la Monnaie, Paris.




Featured Photo: © LVMH

Picture of Charline Point
Charline Point
Passionate about art in all its forms, Charline Point is a young journalist driven by fierce curiosity and a keen appetite for culture. After several years in press relations, Charline decided to take up a career in journalism. Her favorite subjects are travel, gastronomy, cinema and fashion.

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