2008 – A great vintage
If there is one event fervent admirers of Avenue Montaigne wouldn’t miss at any cost, patient it is, pharm without a doubt, Les Vendanges, the Harvest Celebration. Launched in 1990, this event takes place every two years in September at the time when French vineyards are also experiencing the year’s supreme moment. For the occasion, many of the Avenue’s luxury houses tie the knot with the great producers of fine wines and Champagne. They welcome guests in ephemeral constructions that totally transform the traditional Parisian landscape. On September 18, 2008, no fewer than 37 firms, a record number, participated in the event. The festivities, which of course provided the opportunity to admire the latest creations or collections of the Avenue’s great marks, continued into the wee hours. It’s a passionate moment; alas, we’ll have to wait until September 2010 to relive the celebration on Avenue Montaigne.
The 2008 event was exceptional, not only for the number of participants – nearly 20,000 impeccably dressed guests were counted – but also for the professionalism of the staging and the quality of the nectars served. As in other years, proceeds were contributed to a charity: this year, the Comité Montaigne presented Madame Chirac with a check for the former first lady’s foundation benefiting the hospitals of Paris and France, in the context of her annual Operation Pieces Jaunes (Copper Coin Campaigne) fund raiser. At the same time, the Avenue Montaigne enlarged its network of international partners. In addition to its ties with New York’s Madison Avenue, with Sakae Machi in Nagoya and the Ginza in Tokyo, the Avenue has associated itself with another exceptional street, Avenue Louise in Brussels. An agreement was signed between the Avenue Montaigne and its alter ego, the Comité Louise Brussels. The first consequence of the accord is promising: in the fall of 2009 a new version of Les Vendanges will take place in Brussels.