Louis Vuitton 2009 Annual Report Download - page 65

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Implementing, for the benefit of the greatest number of people,
a dynamic and innovative corporate sponsorship program
whose various components express and transmit the values
of all our Houses: this is the general thrust of the approach
taken by LVMH for nearly two decades.
Since 1991, the success of LVMH has allowed it to develop a global
institutional communications plan built on an innovative and original
corporate sponsorship program. This is a legitimate approach because
it expresses the values that bind LVMH Houses together and form
the basis for their success, and at the same time respects their indi-
vidual communications and sponsorship projects. It is also a useful
approach, because LVMH intends to demonstrate its active commit-
ment to protecting historical and artistic heritage, promoting contem-
porary design, assisting young people and supporting great humani-
tarian causes, through initiatives designed to help the greatest number
of people.
Culture, heritage and contemporary design
The first component of the LVMH corporate sponsorship program is
to preserve artistic heritage in France and throughout the world by
supporting the restoration of historic monuments, expanding the col-
lections of leading museums, contributing to major national exhibits
and encouraging contemporary design. The support provided to 33
national exhibitions has given millions of French and international visi-
tors the chance to discover major artists from the history of art, artists
whose talent has built our vision and nourished our sensitivity.
In the spring of 2009, LVMH supported “The Great World of Andy
Warhol” exhibit at the national galleries of the Grand Palais. Nearly
500,000 visitors rediscovered the legendary Pop Art artist whose
work brilliantly reflects the spirit of our era.
In January 2010 at the Grand Palais, after its support of the works of
Anselm Kiefer in 2007 and Richard Serra in 2008, LVMH is making a
commitment alongside French artist Christian Boltanski to the pro-
duction of “Personnes”, a work specially designed for the third edition
of Monumenta. In addition, the early months of 2010 are also marked
by the Group's support for the retrospective at the Cité de l'Architec-
ture et du Patrimoine on the work of French architect Claude Parent,
an architectural giant of the second half of the 20th century who ins-
pired some of the greatest names in contemporary architecture.
The year 2010 will be a new step in the construction of the Louis Vuit-
ton Foundation building in the center of the Jardin d'Acclimatation in
the Bois de Boulogne. The Louis Vuitton Foundation for Creation,
which will open in late 2012, is the natural consequence of the cultural
and artistic support provided by LVMH and the close ties between
Louis Vuitton and the world of art and artists. In the spring of 2009,
the exhibit “Louis Vuitton: a passion for creation”, organized in Hong
Kong as part of the French May Festival, was an opportunity to intro-
duce the Chinese public to the architectural project and a selection of
works from the Foundation. There was significant media coverage in
China of the exhibit, which was seen by 120,000 visitors in Hong
Kong.
Initiatives to support youth
Various initiatives to assist young people represent the second com-
ponent of the LVMH corporate sponsorship program. Children in ele-
mentary and high schools as well as art students benefit from educa-
tional programs designed and initiated by the Group to give them
greater access to the best of culture, particularly in the areas of music
and the plastic arts. LVMH’s “Discovery and Learning” classes orga-
nized during exhibits supported by the Group have reached over
20,000 children to date. Dozens of school groups benefited from this
special educational program in 2009, particularly during the “Andy
Warhol” exhibit at the Grand Palais.
Another goal is to encourage the talent of the future, which led to the
creation of the LVMH Prize for Young Designers, awarded every year
during exhibits sponsored by the Group. This program has awarded
nearly 120 scholarships to students in art schools in France and around
the world to complete their training.
Finally, the Stradivarius instruments loaned from the LVMH collection
every year have given young virtuosos (including Maxim Vengerov,
Laurent Korcia, Kirill Troussov, Tatjana Vassilieva, Raphael Pidoux)
the opportunity to display the full measure of their talents.
A commitment to community through medical
research and social programs
Since 1990, LVMH has provided continuing support to humanitarian,
and scientific and medical research projects in France and around the
world.
Our Group supports a number of institutions that work for children, in
particular the Foundation for Hospitals in Paris – Hospitals in France,
the “Pont-Neuf” association, and the Save the Children Foundation
in Japan. LVMH has also made a commitment to the Claude Pompidou
Foundation which serves the elderly and disabled, the Universal Fra-
ternity Foundation and the Robin Hood Foundation in New York.
Finally, LVMH has chosen to support several foundations or scientific
teams engaged in public health research, including the Pasteur Institute
(LVMH contributed to the creation of the Pasteur Institute in Shan-
ghai), the American Hospital in Paris, the American Foundation for
AIDS Research, cancer research at the Paul Brousse and Henri Mondor
hospitals and the Curie Institute, and the Parkinson’s Disease Foun-
dation in New York.
Corporate sponsorship to support culture,
youth and humanitarian action
SUSTAINABLE DEVELOPMENT - CORPORATE SPONSORSHIP