Luxury fashion giant LVMH pumps millions into Paris amusement park

Paris Amusement park

Jardin d'acclimatation Amusement park

The world’s most fashion-linked theme park is benefitting from a €60m spend, with LVMH aiming to turn the 157-year-old Jardin d’Acclimatation into one of the top amusement parks in France.

OK, it’s not actually a fashion theme park, but LVMH’s style industry connections are likely to be called into play as it’s redeveloped. The group has managed the Jardin d’Acclimatation in Paris since 1984 and holds an 80% stake alongside theme parks and ski resorts developer Compagnie des Alpes’ 20% holding.

The partners are aiming to turn the current 2m visitors a year to 3m by 2025. That would put the attraction in second place in France, beating the popular Parc Asterix (also operated by Compagnie des Alpes) but behind Disneyland Paris.

Having had its concession renewed for another 25 years, the company is building 17 new attractions with steampunk/retr0-futurism (think Jules Verne’s vision of the future) being a major theme. The aim is to make the revamp fit the history of the 19th century park and to emphasise some of its historic Napoléon III-era links. 

Works starts next Monday and continues until May 2018 but, importantly, LVMH boss Bernard Arnault earlier this year also revealed ambitious plans for a disused public building near near the Louis Vuitton Foundation next to the park in the Bois de Boulogne. The currently unused 35-year-old Musée National des Arts et Traditions Populaires will be turned into an an arts and crafts centre with architect Frank Gehry designing the €158m revamp.

The combination of the two redevelopment plans, plus the ongoing appeal of the Louis Vuitton Foundation will create a leisure, arts and entertainment hub with a very broad demographic reach, targeting those looking for high culture as well as fun.

The partners expect the renovation, the link with the Louis Vuitton Foundation and an increase in foreign tourists visiting Paris in the years ahead to help drive visitor numbers up by 50%. The park’s revamp and the works at the Musée National des Arts et Traditions Populaires should help to boost the location’s appeal to Gen Z and adults, as well as younger kids who are the key targets for many theme parks. The largest group using its rides until now has been aged from 8-12.

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