Louis Vuitton 2003 Annual Report Download - page 73

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TO BRING TO LIFE A CORPO-
RATE ACTION FOR THE BENE-
FIT OF THE LARGEST NUMBER,
THE COMPONENTS OF
WHICH REFLECT AND TRANS-
MIT OUR FUNDAMENTAL
VALUES: THIS IS THE FOUNDA-
TION OF THE PATRONAGE
PROGRAM DEVELOPED BY
LVMH.
Thanks to its success, LVMH in 1990 was
able to begin developing an innovative
and original patronage policy. This is an
appropriate approach, because it expres-
ses the values shared by its brands and
that form the basis for their success
without infringing on their own commu-
nications and philanthropic activities.
This is also a useful process, because the
message LVMH wants to convey through
projects benefiting as many people as
possible is the importance of an active
role in supporting our historical, artistic
and cultural heritage, young people, and
major humanitarian causes.
ENRICH AND EXPAND OUR ARTISTIC
HERITAGE
The first component of the LVMH
policy focuses on our artistic heritage.
This means the restoration of historic
buildings, additions to the collections
of major museums, encouragement for
contemporary design, and a contribu-
tion to major national exhibits. In
2003, the Group supported the reno-
vation of the Throne Room at the Correr
Museum in Venice and the ”Gauguin-
Tahiti – L’atelier des Tropiques“ (Stu-
dio in the Tropics) exhibit presented at
the Grand Palais in Paris.
YOUTH AND SOCIAL SOLIDARITY
The second thrust of the LVMH policy
focuses on youth in France and around
the world. Students from elementary
school all the way through high school
and college benefit from educational
programs designed and initiated by the
Group so that they have access to the
best of the arts, especially the plastic
arts and music. Since 1997, nearly
16,000 children between the ages of
seven and twelve have attended the
LVMH “Discovery and Learning“ clas-
ses held at the same time as the exhi-
bits supported by the Group.
Encouraging the talent of tomorrow is
another objective, which led in 1994 to
the creation of the LVMH Prize for
young artists, awarded every year on
the occasion of the exhibits supported
by the Group. In ten years, a total of
seventy scholarships have been awar-
ded to students in art schools in
France and around the world.
The philanthropic efforts of LVMH also
have a humanitarian component, with
support for public heath and medical
research projects*.
STRENGTHENING THE TIES WI TH
THE LOCAL COMMUNITI ES
Although LVMH's corporate patronage
is largely carried out in France, it also
proves, through concrete actions, that
it is aware of its responsibilities as a
global company. For example, over one
hundred foreign art schools are partici-
pating in the competition for the tenth
Young Artistsí Prize in honor of Paul
Gauguin. The winners are hosted by
French schools so they can be supple-
menting their academic program by
learning about our culture.
Corporate sponsorship also helps the
Group become part of the local com-
munity in the various countries where
it operates. In China, for example,
LVMH gave a stage curtain designed by
Olivier Debré to the Grand Theatre of
Shanghai. This effort to enrich and
expand the Chinese cultural heritage is
but one example among many of
LVMH's cultural contributions in Asia.
The contributions of LVMH are an addi-
tional asset for the companies in the
Group that want to establish a lasting
presence in the region and forge ties
with local communities.
*See page 75
A PATRONAGE FOR CULTURE,
YOUTH AND HUMANITARIAN ACTION
71
PASSIONATE ABOUT
CREATIVITY