Luxe conglomerate LVMH, a premium partner of the Paris 2024 Olympic and Paralympic Games, has proven its unwavering support for the success of the sports competition by preparing a series of events throughout its extensive portfolio of luxury brands.


Open to the public, exhibitions and artistic events that blend the arts and the Olympic values have been scheduled to accompany the sports celebration. Each event is a tribute to the connection between sports, the luxury industry, and Paris.

Throughout the photography exhibition ‘Or Norme,’ Guerlain celebrates gold, its symbolic attributes, its historic links to the Maison, and its connection to athletes. Curated by Jean-Luc Monterosso and Benoît Baume, the work of 18 artists will be exhibited at The Guerlain House, where visitors will be able to revisit the history of photography through a golden lens.

Napoleonic stereotype, 1983, Jean Michel Basquiat.

From June 6 to September 12, Carolle Benitah, Paul Cupido, Harald Gottschalk, Morvarid K, Yves Klein, Cédric Matet, Martin Parr, Georges Rousse, and more artists will display the artistic heritage of Guerlain through their creative work. Two original works were commissioned for the event: a print on glass and 24-carat gold by Spanish photographer Isabel Muñoz, and an optical experience by the duo Graphset and Amandine Besacier.

La Samaritaine has a special agenda with three exhibits showcasing the grandeur of the world of sports. The first event will celebrate the biggest names in sports with an exhibit that retraces 100 years of sports history through a series of objects that belonged to the champions. “Global Sporting Legends” will showcase medals and trophies, as well as personal objects such as the pair of sneakers worn by Usain Bolt during Rio 2016 and the tennis racket that belonged to Roger Federer.

The second exhibit showcases the feminine side of sports competitions. “Domestic Games, Women Take the Lead” explores the conditions of women in the world of sports through an artistic installation imagined by artist Camille Menard. The third exhibit delves into the world of high-level competition through a series of photographs taken by Enzo Lefort.

Les Légendes Mondiales Du Sports Exhibition, 2024, Samaritain, Paris

As expected, fashion is at the center of exhibit ‘French Elegance in Movement’ featuring Berluti and Mathieu Forget. The artist has captured, through his lens, the movement of the Berluti attire on athletes like French swimmer Florent Manaudou and boxer Souleymane Cissokho. This exhibition showcases the timeless French essence alongside the skills of high-level athletes.

Moreover, Fondation Louis Vuitton has unveiled “The Collection, Rendez-vous with Sport,” where the work of French and international artists around the theme of sports is showcased. “Walk on Clouds” by Abraham Poincheval, “Engadin” by Andreas Gursky, “Installation mit Kajaks” by Roman Signer, and “Napoleonic Stereotype Circa 44” by Jean-Michel Basquiat are some of the installations visitors will be able to see.

In addition to these events, the LVMH Group announced its special partnership with Paris 2024 in July 2023. This partnership includes the design of the Olympic and Paralympic medals by Chaumet, the appointment of Berluti as the designer of the French team’s attire during the Opening Ceremony, and Moët Hennessy wines and spirits Maisons as the official suppliers for hospitality programs.