Why Does Louis Vuitton Host a Rally?

This Louis Vuitton Classic Serenissima Run marks the seventh rally organized by Louis Vuitton, counting from the legendary first "Vintage Equator Run" held in 1993. Since developing its first trunk for automobiles in 1897, Louis Vuitton has walked hand-in-hand with the history of the car.

Yves Carcelle, Chairman and CEO of Louis Vuitton, stated:
"The essence of stylish travel is one of the values that Louis Vuitton shares with the world of automotive travel. For many years, pursuing dreams and innovation, Georges Vuitton and his successors focused on creating trunks and luggage adapted to automotive travel. This led to rapid advancements, such as the development of special round trunks that fit the rear of horse-drawn carriages, and then to flat, stackable trunks that conformed to the shape of the vehicle."
Indeed, through this rally, Louis Vuitton pays homage to the long history where the brand and the world of automotive travel have merged.

What are the Louis Vuitton Classic Awards?

Monaco, April 23, 2012 – As a prelude to the Louis Vuitton Classic Serenissima Run, the awards ceremony for the 2011 Louis Vuitton Classic Awards was held. Patrick-Louis Vuitton, the fifth-generation head of the Louis Vuitton family, and Christian Philippsen, chairman of the rally jury, served as presenters. Established in 2005, these awards present two prizes annually. The first, the "Louis Vuitton Classic Concours Award," is presented to one car selected from those named Best of Show at the world's most prestigious motor shows. This year, the "1938 Mercedes 540 K 'Autobahnkurier'" received the award. It was one of the entries from "The Concours d'Elegance of America," held near Detroit, USA.



If the Louis Vuitton Classic Concours Award is a tribute to the past and to classic cars, the "Louis Vuitton Classic Concept Award" looks to the future. It represents Louis Vuitton's philosophy of valuing the future as much as the past. This award is presented to models with high potential to win awards in the future, chosen from the various prototype cars exhibited at motor shows.

This year, for the first time since the awards began, the prize was exceptionally awarded not to a car, but to a design studio. This was because no car was found that possessed such potential.

"There were some interesting studies on sustainable transport and renewable energy, but they didn't quite make our hearts race," said Christian Philippsen. "So, we decided to use this opportunity to reward the brilliant magicians who can turn designers' dreams into reality – those who are capable in all aspects."

Four design studios and research institutes, including Italdesign based in the Piedmont region of Italy, were nominated, but G-Studio ultimately received the honor.
G-Studio has been responsible for many display models exhibited at major motor shows. They handle both interior and exterior design, and are a group of professionals who passionately respond to client requests, particularly regarding materials. They have been involved in cars that would become prototypes, such as the first-generation BMW X5, the Renault Captur, and the Nissan Fuga.BMWThis exceptional award presentation can be considered a choice befitting Louis Vuitton. What unites them is the highest quality and craftsmanship.



The next day, April 24th, 42 vintage cars set off from Monte Carlo, Monaco, on a race covering approximately 1,400 kilometers. They sped across the borders of France, Switzerland, and Italy, heading for their destination, Venice. Along the way, they stopped in Menton, Saint-Bernard, Stresa, Verona, and Fiesso d'Artico, home to Louis Vuitton's shoe atelier. On April 28th, the participating cars were transported by ship to Venice and specially exhibited in the square of San Giorgio Maggiore over the weekend. The race awards were announced and the event culminated in a formal atmosphere with a black-tie dress code.

Afterward, leaving the atmospheric exhibition venue as the sun set, everyone moved to a dining hall specially constructed for the occasion above the amphitheater. All participants gathered to enjoy the conclusion of the Louis Vuitton Classic Serenissima Run. It was an event that conveyed the significance of Louis Vuitton and European automotive culture.