PARIS — On April 23, Emile Meunier, a Paris city councilor and environmental advocate, along with other officials and associations, initiated legal action against LVMH due to a large advertising structure covering one of its buildings on the Champs-Élysées during renovation works, labeling it an illegal 'giant advertisement.' Shortly after, Meunier expressed concerns regarding another issue related to the management of a nearly 7,000 square meter plot of the Jardin d’Acclimatation recently integrated with the former Museum of Arts and Popular Traditions (MATP).

Both plots are under LVMH's oversight, governed through distinct legal entities and administrative regimes with varying durations.

In April, the Paris Council passed a resolution allowing the mayor to approve this land transfer, prompting Meunier to contact Patrick Bloche, the deputy mayor, for further clarification.

Without satisfactory responses, Meunier is considering a written question to the Paris executive and potentially a motion at the next city council, as well as possible legal proceedings, stating he is close to action due to perceived advantages LVMH is gaining at the expense of the city and its residents.

CLOSURE OF PUBLIC SPACE

The MATP site, closed since 2005 and still owned by the city, is subject to a public space occupation agreement with LVMH, established in 2017 for a 50-year period starting in 2022. This agreement allows LVMH to undertake significant renovations estimated to cost €158 million, transforming the former museum into a cultural center projected to open between 2026 and 2027.

Since 1995, a subsidiary of LVMH, Société du Jardin d’Acclimatation, has operated the leisure park under a public service delegation renewed in 2015 for another 25 years.

With the recent transfer, LVMH has essentially extended its operational reach without a corresponding increase in fixed payments to the city.

However, associates of Bloche assert that the changes do not warrant an adjustment in fees, although the variable portion tied to site revenues is expected to rise.

During the April Paris Council meeting, Meunier described the arrangement as a 'new blank check' to LVMH, while Bloche responded by stating that the interests of the city are adequately safeguarded, particularly from a financial standpoint.

In 2022, the Jardin d’Acclimatation reported revenues of €31.6 million, a fee payment of €2 million, and a net loss of €1.6 million, according to municipal delegation reports.

The future Maison LVMH is expected to contribute €150,000 annually plus a percentage of revenues ranging from 2% to 10%.

Another point of contention for Meunier is the anticipated access for visitors; LVMH has guaranteed that the garden visitors will retain entry to the transferred area, despite plans for an open-air theater that could be privatized for 130 days annually, on a plaza of just under 400 square meters, as outlined in municipal documents.

City officials regard these contract modifications as minor.

Responding to concerns, a spokesperson for LVMH stated, 'This transfer will change nothing for the visitors of the garden.' LVMH frames the land transfer as a straightforward technical adjustment, rejecting claims of monopolizing the space, citing its investment in maintenance as a supporting reason for its claims to the area.

The issue has led to broader community criticism regarding the privatization of public spaces in Paris.

Meunier has actively championed against what he sees as preferential treatment of major corporations, positioning himself as a significant local opponent of Bernard Arnault, the head of LVMH.

His recent activism includes involvement in protests related to several projects associated with the luxury group, encompassing high-profile venues and installations across the city.