LVMH are reinforcing the business to face prospective challenges: they have just opened the Maison des Startups and have enhanced Loewe brand. The French luxury giant took an area inside Station F, the biggest startup incubator in the world, with 3,000 job positions, 60 rooms for meetings and 8 to host events. Station F, located in Paris, belongs to French billionaire Xavier Niel, who is Delphine Arnault’s husband (his wife is Bernard Arnault’s daughter). Maison des Startups kicked off by carrying out 23 projects, but they expect to implement 50 projects a year, thus creating 89 new jobs along two six-month-long appointments. The aim is to develop new enterprises, with innovative mindset, that may enable LVMH to deal with prospective challenges: a wider scenario, artificial intelligence, raw materials durability, customer service, shopping experience, production chain optimization, product safeguarding. In the meantime, the French giant has reinforced the Board of Directors of Loewe brand, by appointing Sidney Toledano as president and adding to the members Jonathan Anderson, creative director of the brand since September 2013. The other members of Loewe’s board are Jaime de Marichalar and Delphine Arnault, executive vice-president of Louis Vuitton. Pascale Lepoivre has been the chief executive officer since January 2017.