Low Volume High Impact for LVMH at VivaTech

It was on the main stage of VivaTech, beneath the glass-and-light sprawl of Paris Expo, that three startups were awarded the coveted LVMH Innovation Awards, the ninth edition of a prize that has become something of a crystal ball for the future of luxury.

And yet, this year, something felt different.

Gone was the grand spectacle we’ve come to expect from LVMH at Europe’s leading tech fair. In its place: a refined, quiet presence. Even Bernard Arnault was notably absent; a first.

Instead, his son Antoine Arnault, Stéphane Bianchi (Group Managing Director), Mathilde Delhoume (Global Brand Officer), and Hélène Valade (Director of Environmental Development) took centre stage, carrying the message with an almost whispered confidence.

The subtlety was no accident. Earlier in the week, Franck Le Moal, the Group’s IT and Tech Director, hinted at a strategic pivot: “quiet tech.” Discretion as power. Precision over noise.

A reflection, perhaps, of luxury’s evolving relationship with innovation; less about dazzle, more about depth.

Only Three Prizes. But Each One Spoke Volumes.

From among 13 shortlisted startups, each already embedded in the LVMH innovation ecosystem, three were honoured. The pared-back format, in stark contrast to previous editions, amplified the prestige.

Best Business Prize

Kahoona x Dior
A new frontier in hyper-personalised luxury retail

Winner of the Best Business Prize, Kahoona is reimagining how luxury engages online audiences. Their proprietary AI segments anonymous visitors in real time, enabling Dior to tailor digital experiences with the nuance of a personal shopper.

“We’re setting a new standard for digital desirability,” said Gal Rapoport, CEO and co-founder. “To partner with Dior is to join a legacy of excellence, and to infuse it with next-gen precision.”

It’s a telling win: a nod to LVMH’s deep commitment to digital craft as a lever for both growth and brand intimacy.

Best Impact Prize

Genesis x Moët Hennessy
Soil, sustainability, and the invisible backbone of luxury

Luxury begins, quite literally, in the ground. That’s the thesis of Genesis, awarded the Best Impact Prize for its AI-driven tool that measures and improves soil health, vital for wine, cotton, and beyond.

In partnership with Moët Hennessy, Genesis is helping rethink viticulture for a climate-resilient future. It’s not just greenwashing; it’s intelligent regeneration.

“Our mission is to reconnect luxury with its ecological roots,” explained Adrienne de Malleray, CEO. “Healthy soil is not just about sustainability—it’s about quality, resilience, and reverence.”

In an industry often accused of excess, this award felt almost philosophical. A quiet reminder: luxury that endures must also regenerate.

Most Promising Prize

OMI x Guerlain
Craft meets code: how 3D is reshaping storytelling

If the award for ‘Most Promising’ is any indication, the future of luxury visual content is three-dimensional, immersive, and powered by AI. French startup OMI has developed a content creation platform that enables brands to create high-quality 3D visuals with speed and elegance.

Its collaboration with Guerlain, specifically around the house’s iconic Shalimar fragrance, has demonstrated just how poetic technology can become in the right hands.

“We’re deeply honoured,” said Hugo Borensztein, OMI’s co-founder and CEO. “As a French pioneer in 3D AI, working with a two-century-old Maison on a modern digital twin is the ultimate expression of LVMH’s vision: timelessness, through technological reinvention.”

Each winner received a handcrafted trophy in solid silver and vermeil commissioned from Tiffany & Co., naturally.

Beyond the Awards: A Bold New Alliance

LVMH used the moment to unveil another head-turning move: its ten-year partnership with Formula 1®.

A trophy trunk crafted by Louis Vuitton, an immersive videobooth in the Group’s Dreamscape pavilion, and the reintroduction of TAG Heuer as official timekeeper on the circuits; all announced with typical understatement, yet immense implication.

Formula 1®’s Ellen Jones, Head of ESG, joined the stage to speak of sustainability, R&D, and how racing’s innovations can ripple far beyond the track.

An Elegance of Intent

“Innovation is not an end, it is a means to excellence,” declared Stéphane Bianchi, in a calm, deliberate tone that felt more like a credo than a quote.

It was a reminder that for LVMH, innovation is never about technology for its own sake. It is about elevating craft, improving performance, and safeguarding legacy; whether in soil, pixels or perfume.

The next era of luxury won’t be loud; it will be thoughtful, purposeful, and, most of all, deeply human.