Named for the address of LVMHs Paris headquarters, 22 Montaigne has been created in partnership withSuperconnector Studios.
LVMH will co-develop, co-produce and co-finance these entertainment properties.
There is a relatively unmined treasure trove here with brands that go back to the 14th Century.
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The intersection between high-end fashion brands and Hollywood has been an enduring one.
Documentaries are made on major fashion brands.
Both are about culture.
Over the years, theres been a number of projects that have come across my desk somewhat randomly.
Another production company was interested in a documentary on Tiffany & Co.
They had no idea of how to get hold of the folks at Tiffanys, Melwani said.
And then we got them connected to the house.
So this is something where, there is a demand out there.
We were doing stuff and weve done stuff in the past, but we werent organized.
This is not something were going to do a lot at the corporate level.
Our brands are the ones that have the DNA and the heritage and the stories to tell.
Entertainment storytelling is a different Metier, a different skill than what we are good at.
The way great things happen is, you create the conditions for serendipity.
They will field the things that come in,, Melwani said.
What they wanted was to enhance the authenticity.
And we dont do a great job of publicizing whats under the umbrella.
Even if they did know, they just didnt know how to get hold of us.
The entertainment content has to match up with those base values.
Theyll help figure out the right alignment of values and thinking with our Maisons.
You dont want to just cast it out into the universe.
The ability for LVMH to selectively use its own money brings further flexibility.
But were not great documentary storytellers.
Thats not what were good at.
Thats not the intention.
This is a bit of an experiment.
We did model it on what Nike did with Waffle Iron Productions.
There could be a scripted series involving one of our hospitality properties.
I dont really see it as ever being a consumer brand.
This is not like a Miramax or Fox Searchlight where its going to be a genre that consumers recognize.
But what stories are truly compelling for a modern audience?
Thats the storytellers Metier.
Were honored and thrilled theyve chosen to create 22 Montaigne Entertainment with us.
