Luxury and Innovation Converge at VivaTech 2025: LVMH Leads the Way
Photo of LVMH’s Dreamscape Pavillion at Vivatech 2025 in Paris (photo: LVMH)
June 11–14, 2025 · Paris
At VivaTech 2025 in Paris, the boundaries between luxury fashion and cutting-edge technology blurred more beautifully than ever, with LVMH standing proudly at the forefront. Over four jam-packed days in Paris, LVMH confirmed its leadership in the future of fashion tech. This year's edition highlighted transformative innovations that promise not only to elevate customer experiences, but also to redefine the core of luxury retail.
LVMH Innovation Award to OMI (photo: Vogue Business)
One of the most anticipated moments at the event was the announcement of the prestigious LVMH Innovation Awards. Among the celebrated winners was Omi, an ambitious startup pioneering 3D visualization powered by artificial intelligence. Already adopted by luxury beauty brand Guerlain and now set to collaborate with L’Oréal, Omi's technology allows brands to create stunningly realistic digital assets, transforming traditional e-commerce imagery and enhancing the consumer's online shopping experience.
Beyond awards, the pavilion spotlighted 15 maison-startup partnerships. Highlights included Bulgari’s Dev4Side-connected jewelry with digital authentication, Hennessy’s robotic detailing armored with OKCC, and Guerlain’s immersive Olfactory Symphony installation combining scent, sound, and visuals using AI—and affectionately described as “multi-sensory luxury.” Dior’s integration of AR logistics tools from Scandit, and cashmere imperfection detection in ‘Machine Zero’, also reaffirmed LVMH’s commitment to operational excellence.
Moët Hennessy, LVMH’s distinguished spirits division, also made waves by partnering with Genesis, a company dedicated to sustainable agriculture. Genesis’s advanced soil-monitoring technologies enable Moët Hennessy to better track and enhance soil health, ensuring sustainability from vineyard to bottle. This partnership embodies LVMH’s commitment to marrying luxury with environmental responsibility, a move increasingly valued by conscientious consumers.
LVMH showcased many new technologies throughout the week (photo: LVMH)
The centerpiece of LVMH’s presence at VivaTech was the captivating Dreamscape Pavilion. Situated beneath an artistic, recycled-lace canopy crafted by sustainable design innovators Aectual, the pavilion showcased numerous collaborations between LVMH's maisons and innovative startups. Attendees experienced firsthand how robotic photogrammetry, employed by startup Rigsters, digitally captured iconic Louis Vuitton pieces in 3D detail. It meticulously scanned a classic Louis Vuitton Speedy bag, creating digital twins in high-fidelity 3D—an embodiment of the intersection between craftsmanship and code. Nearby, collaborative AI solutions by OKCC enhanced these scans with dynamic virtual backgrounds, underscoring how generative AI is revolutionizing product presentation.
LVMH is now partnering with Formula 1 (photo: LVMH)
As the event continued, Bernard Arnault, Chairman and CEO of LVMH, delivered a keynote speech, underscoring innovation not merely as technology integration, but as an enhancement of luxury's inherent heritage and craft. LVMH also unveiled a strategic partnership with Formula 1, a bold step intended to foster high-performance and sustainable innovations across industries.
By the final curtain, a compelling story was told: the future of luxury is not just beautiful—it’s intelligent, interactive, and intentional. Across the entire week, it became clear that technology is elevating—not replacing—craft, and that sustainability can be both responsible and luxurious.
Ultimately, VivaTech 2025 has highlighted luxury’s new narrative: one where tradition meets technology, heritage coexists with innovation, and sustainability is at the core of luxury’s evolving identity. As the doors closed on VivaTech 2025, it was unmistakable: LVMH isn’t merely participating in the digital transformation—it’s scripting it. From 3D scanning to real-time personalization, generative visual AI to sustainable sourcing, the group demonstrated that luxury’s future is smart, sustainable, and sensationally digital.