The Paris city council has awarded the concession to manage the Jardin d’Acclimatation amusement park to a partnership between LVMH Moët Hennessy Louis Vuitton and Compagnie des Alpes.
The Jardin d’Acclimatation is a 20-hectare children’s park located in the northern part of the city’s Bois de Boulogne district.
LVMH, which has managed the park since 1984, holds an 80% stake in the partnership with Compagnie des Alpes, a major player in the development and management of theme parks. The concession contract runs for 25 years.
LVMH has outlined an ambitious development project which it said would respect the tradition, image and identity of the oldest amusement park in France. The company said it was aiming “to modernise and diversify the park’s activities, to rejuvenate and embellish the landscape, and to restore its heritage”.
Eighteen attractions will be created, of which nine will be free, while the 26 existing attractions will be renovated.
“This will bring a new dimension to this unique place in Paris, accelerating a transformation process which is already underway with the establishment of the Fondation Louis Vuitton,” LVMH stated.
An educational workshop programme will be developed comprising sporting and cultural events, taking into account the role of new technologies. Emphasis will be placed on accessibility and offering free admission. The redevelopment plans also include changes to the park’s dining facilities.
The Jardin d’Acclimatation’s architectural heritage, dating from Napoleon III’s era and regarded as one of the largest and most complete of its kind in the capital, will be enhanced and historic landscaping restored.
“The garden is an important part of the attractiveness of Paris and the region. With a target of 2.5 million visitors a year, it will become an important attraction for both Parisians and tourists,” LVMH said.
LVMH Moët Hennessy Louis Vuitton Group Chairman and CEO Bernard Arnault commented: “The ethos of the garden is very much a reflection of LVMH values: innovative but respectful of heritage.”
Compagnie des Alpes CEO Dominique Marcel added: “I am delighted that the Compagnie des Alpes will be able to provide its expertise and be associated with this splendid project in which we have a shared ambition.”
