LVMH revamps VivaTech booth

LVMH is changing how it presents itself at VivaTech this month, shifting its booth and startup prize toward a more immersive format as the Paris technology fair marks its 10th anniversary. WWD reported on June 2 that the luxury group plans to redesign its exhibition space and adjust the format of its Innovation Prize. The changes continue a broader effort by LVMH to use VivaTech as a showcase for technology already being deployed across its brands. The company is a founding partner of the event and has used the fair for years to spotlight collaborations between its maisons and startups. ### How is LVMH changing its booth this year? WWD reported on June 2 that LVMH is replacing a more conventional stand format with a redesigned booth meant to be more immersive for visitors in Paris. The publication said the new setup will highlight AI-powered innovation across the group’s brands. LVMH has already been moving in that direction. On its 2025 VivaTech page, the company said it chose to present “shared stories” between maisons and technology partners rather than separating startup pitches from brand displays. That 2025 edition, branded the “LVMH Dreamscape,” featured 15 collaborations and focused on visible use cases already operating inside the group. ### What is changing in the Innovation Prize? LVMH’s own Innovation Award framework has been evolving from a broad startup competition toward a prize structure tied more closely to commercial deployment. The company says the award is open to startups less than five years old, with under 50 employees and valuations below $100 million, whose products address LVMH business challenges. Each year, 30 finalists are invited to exhibit during VivaTech in Paris. (lvmh.com) In 2025, LVMH said the award recognized technology partners already collaborating with the group and introduced three categories: Best Business Prize, Best Impact Prize and Most Promising Prize. LVMH said those winners were announced on June 12, 2025, during the ninth edition of the award ceremony. WWD reported that the 2026 format is being revised again for VivaTech’s 10th anniversary, with the presentation and judging designed to better reflect how startups are working with LVMH brands in practice. (lvmh.com) ### Why is artificial intelligence so prominent in this year’s display? Artificial intelligence has become a recurring theme in LVMH’s VivaTech programming. (lvmh.com) WWD reported that this year’s booth will put AI-powered innovation at the center of the presentation. In June 2025, WWD reported that LVMH and Google executives discussed “agentic AI,” cybersecurity and the future of luxury technology ahead of VivaTech. (wwd.com) Earlier VivaTech coverage from WWD also showed AI playing a central role in LVMH’s award activity, including the 2024 grand prize for generative AI video startup FancyTech. ### When and where will this play out? VivaTech’s practical information page says the 2026 event is scheduled for June 17 to June 20 at Paris Expo Porte de Versailles. Another organizer page for the public confirms Saturday, June 20, 2026, as the final day. WWD also reported that LVMH plans to take part in a Champs-Élysées activation on June 14 tied to the anniversary edition. (wwd.com) The next public milestone for the group will be the opening of VivaTech in Paris on June 17, when LVMH’s redesigned booth and revised Innovation Prize format are expected to be on display. (wwd.com) (vivatechnology.com)