Whose Light Is It? Kai Yun And LVMH'S Two Luxury Magnates Promise To Repair The Story Behind Notre Dame De Paris.

On the evening of April 15th local time, a fire broke out at the Notre Dame de Paris in the center of the French capital. Its landmark tower was burned down and collapsed, and rose windows and other buildings were badly damaged.

Fortunately, the two main bodies were preserved.

The original appearance of Notre Dame de Paris

After the fire, French President Mucklow said on the evening of 15 at the Notre Dame de Paris fire scene that the Notre Dame de Paris would be rebuilt badly damaged by fire.

He said he plans to launch a worldwide fundraising campaign as soon as possible, and appealed to global insight to work together to rebuild Notre Dame de Paris.

The voice of the two luxury giants, Kai Yun group and LVMH group, quickly said that they would subsidize the restoration of Notre Dame de Paris.

One

According to Agence France-Presse, the French billionaire, Kai Yun Group Chairman and CEO Francois Henry Pino issued a statement immediately after the fire, promising to donate 100 million euros, or 757 million yuan, to rebuild Notre Dame de Paris through the family's company Artemis.

According to public information, Kai Yun group was founded in 1963 by Francois Pino, and is now managed by his son Francois Henry Pino.

Kai Yun group has a series of internationally renowned brands, including Gucci (Gucci), Yves Saint Laurent, Alexander McQueen, and Balenciaga.

Perhaps the most well-known Chinese of the Pino family is not their commercial success.

In 2009, the bronze rat head and the rabbit head appeared in Paris, France, and were auctioned off, causing concern and condemnation from the international community.

Twelve the bronze head of the zodiac is the statue of the Qing Emperor Qianlong. It was designed by Lang Shining, a Qing Dynasty court painter of Italy. It was originally a part of the fountain outside the Haiyan Hall of Old Summer Palace. Every day the animals would spray for two hours in turn. The spectacle was magnificent.

In 1860, when the British and French allied forces burned Old Summer Palace, the bronze statue of the twelve zodiac heads was lost overseas.

The Pino family bought the two animal heads from the original owner of the cultural relics. In June 28, 2013, they donated the bronze statue of the rat head rabbit to China, which is currently collected in National Museum of China.

The Pino family, which has hundreds of millions of assets, is also the largest collector of contemporary art in the world.

In addition, the collection of the Pino family also has two historic landmarks in Venice, Italy, Palazzo Grassi in seventeenth Century and the Punta della Dogana in eighteenth Century. It is also a collection of historical sites in Nishinomiya.

This time, Notre Dame de Paris, the historical treasure, was burned. Henry Pino, who loves collecting and art, was the first to stand up for support.

Two

According to Reuters, the French billionaire, chairman and CEO of LVMH, the world's largest luxury goods group, announced that after the fire, the group and his family would donate 200 million euros or 1 billion 500 million yuan to help repair Notre Dame de Paris, the largest donation to date.

Bernard Arnault said abroad that Notre Dame de Paris is a symbol of France and a symbol of French heritage and solidarity. The Arnault family and LVMH will join in the work of rebuilding Notre Dame de Paris.

The LVMH group was merged by Louis Weedon (Louis Vuitton) and MOET & CHANDON Hennessy.

The group's business involves five fields: wine and spirits, fashion and leather products, perfume and cosmetics, watches and clocks, jewelry, and boutique retail. It owns Louis Weedon, Louis (Vuitton), Guerlain (Guerlain), Dior (Christian Dior), and Givenchy (Givenchy) and other brands.

Forbes's list of billionaires in 2018 showed that Bernard Arnott and his family ranked fourth in terms of wealth of 76 billion 400 million dollars, while Francois Henry Henry and his family ranked thirty-first in value of 28 billion 300 million dollars.

The generosity of the Pinault family and the Bernard Arnold family has attracted considerable attention.

In fact, the luxury group has long funded the restoration of ancient architecture tradition.

In 2013, LVMH's luxury brand Fendi exclusively patronized the restoration of Rome's trevway fountain. The restoration project was completed in November 2015. In 2013, Louis Vuitton sponsors the renovation of Venice's famous Cinema Teatro San Marco and The Venice Pavillion exhibition hall; 2014, Rome confirmed and signed a plan to donate 1 million 500 thousand euros to repair the Spanish steps; in Shanghai, it also spent huge sums of money and renovated the conservation building in six years; in February 2018, it announced that it invested 25 million euros to participate in the restoration and reconstruction project of Paris The Grand Palace, and became the sole and long-term sponsor of the project. The reconstruction project will be officially launched in December 2020.

Three

Luxury brands choose to repair ancient buildings in general and brand history has a certain origin.

For example, with the full support of Bvlgari, the Rome City Authority has successfully completed the restoration of the Kara Kara beach.

The inspiration of Bvlgari Divas' Dream jewelry series is originated from Rome historic site. Its classic fan is the exquisite reproduction of the pure and perfect lines of the Kara Kara bathing mosaics.

For Bvlgari, this restoration project is a tribute to the source of brand inspiration.

Luxury brand donation has its own industry logic. As a highly regarded historic site, ancient buildings have incomparable cultural and artistic values. These are the brand spirits that luxury brands have always been shaping and pursuing.

Therefore, the interaction between the luxury brand and the human cultural heritage is a huge increase in the brand itself.

As a matter of fact, luxury brands help to repair historical sites, and their own brand building and store operation are also stained with the light of places of interest to some extent. After Fendi funded the restoration of trevir wishing pool, in 2016, the advanced customized fashion show was moved to the Trevor wishing pool. After Louis Vuitton renovated Cinema Teatro San Marco, it opened boutiques in the cinema. In addition, Paris The Grand Palace (Grand Palais), brenheim Palace (Blenheim Palace) and the Great Wall and other scenic spots and historical sites were all luxury brands.

Moreover, some governments will give policy reciprocity to generous generosity of luxury brands.

Years ago, the government of Italy began to reduce public expenditure. However, the low efficiency of management led to the risk of cultural heritage.

From 2014 to 2016, the government of Italy raised 100 million euros through the tax credit policy of art donations, including Fendi invested 2 million 200 thousand euros to repair Rome's trevir fountain fountain and paid 16 months' cleaning fee.

It can be said that the high cost of repair is an important reason why luxury brands can "join hands" in places of interest, which is indeed a good thing for luxury brands.

I hope that under these luxury brands, the ancient buildings such as Notre Dame de Paris can usher in new vitality.