 We founded Bula three years ago where a small startup from Estonia and to be able to work with LVMH is kind of crazy. The LVMH Innovation Award seeks startup companies from around the world displaying innovation and entrepreneurial spirit. Those with the right mix are invited to start a partnership, gain support and experience and become part of the LVMH family. I used to have an online store myself and I knew the crazy amount of plastic bubble wrap that online stores are using. 63 billion parcels that are shipped every year in fossil fuel based plastic. I felt like I don't really have the time to wait for somebody else to come and fix it. I felt like this is the problem that I should be devoting my time to fixing. I read a newspaper article that said that 90% of sheep wool goes to waste. So why not use this waste wool to replace plastic packaging and that's how well I was born. I invented this job and a week later the HR director of the group told me you quit your job and you can start your new job. So that was the beginning of the story of what is now the Open Innovation Department. When we work in innovation, we're here to create the future. The purpose does matter. And I think probably in the startups, they have the same kind of value that they look for, the impact they want to have on the world. I think we are sharing most of the time the same value as the startup because we are an entrepreneur group. We are part from a family. This is not only to talk but to act. So when you believe in a very good idea, when you believe in something, one of the strengths of LVMH, this is to make it happen. It's really great that LVMH is looking for new technology. It's the 11th startup that I have founded. We have had to sacrifice a lot but I feel like it's kind of different if you're working on a startup that has a very strong mission because you have a very clear understanding of what you're changing in the world and why you're doing it.