Chic carousel: LVMH is developing a theme park in Paris
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Theme parks are typically populated with screaming, sugared-up kids leading their exhausted-looking parents from one garishly painted rickety roller coaster ride to the next - it's not considered a fun day out by anyone over 10 but rather an endurance test to get to the end of the day without completely losing the plot, your mind and all your money (those ferris wheel tickets are surprisingly pricey).
But when a global luxury house known for ground-breaking style across all the fashion, beauty and lifestyle pillars is powering the amusement park, that hectic picture is going to look a whole lot different: stylish, serene, fun even. Which is exactly what LVMH has in mind for their planned theme park in Paris.
Reuters reports LVMH, "...is to lead a 60 million euro ($90 million AUD) plan to turn the capital's 157 year-old Jardin d'Acclimatation into one of France's top three amusement parks." Interestingly the park has been under the management of LVMH for over 30 years in partnership with ski resort and leisure park developer, Compagnie des Alpes and last year LVMH renewed that lease for another 25 years.
The Jardin d'Acclimatation has a storied history with the LVMH website noting it "...was the first ever amusement and leisure park in France." The brainchild of Emperor Napoleon III and his wife Empress Eugénie, "...who took inspiration from Hyde Park... and made their dream of a Parisian leisure and amusement park on the edge of the Bois de Boulogne come true." Originally the Jardin d'Acclimatation not only included beautiful gardens and amusement attractions it was also home to a zoo.
According to Reuters work on the park upgrade will start in September this year with 17 new attractions slated to be built around a "steampunk" theme, a genre of sci-fi that steps back in time to the era of steam-powered machinery.
And like anything LVMH does, this Jardin d'Acclimatation project is on a grand luxe scale, Delphine Pons, from Compagnie del Alpes told Reuters, "Our goal is for Jardin d'Acclimatation to rank second or third amongst theme parks in France." Better watch your back Disneyland Paris, LVMH is coming for your crown.
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