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LVMH Is Opening a $70 Million Theme Park in Paris

The luxury company of Marc Jacobs and Louis Vuitton is building a theme park in Paris inspired by 19th Century steam-powered machines.

Attention all adrenaline lovers: a massive, $70 million theme park will open in Paris next year. The news also comes with an alert for any fashion lovers, as the project is being led by LVMH, the multinational luxury powerhouse that looks after Marc Jacobs, Fendi, Louis Vuitton and others, and has just been granted planning permission to convert Paris’s Jardin d’Acclimatation into the capital’s newest attraction.

However, anyone preparing to ice skate on a Hublot watch face, or swim in a giant Louis weekender bag may be disappointed. Intel on the park reveals that the rides will take their inspiration not from couture but from „steampunk,” the genre of science fiction that’s inspired everything from the interior of Doctor Who’s Tardis to the costumes and vehicles in Mad Max. The genre is centered around steam-powered machines, so we can only imagine that the rides themselves will take on all kinds of industrial elements. Seventeen new Jules Verne-inspired attractions have already been promised, and structures from the park’s earliest days, including its stables and an aviary are to be restored. The news, first reported by Reuters, is not as out of left field as it seems—LVMH has looked after the land since the mid-1980s, and holds a majority stake in theme park development company, Compagnie des Alpes.

The project is already off to the races. Work begins next week and is slated to last until summer 2018, and the park will remain open for the duration of the construction. LVMH is also making no secret of its ambitions: Delphine Pons, head of development at Compagnie des Alps, said at a press conference that the goal is “to rank second or third among theme parks in France.” (Disneyland Paris has the top spot on lock, with more than 30 million annual visitors).

August has been a big month for theme parks. A couple of weeks ago, we reported that the tallest twisting roller coaster in the world was coming to Missouri, and earlier this week, the official opening date for Eataly World was announced, a soon-to-come Italian food dreamland full of pasta, wine, and workshops.

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