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For more than a century, Montblanc has created the finest writing instruments, timepieces, jewellery and leather.
Montblanc unveils a new concept boutique that offers a dynamic and elegant retail environment.
Striking a balance between contemporary design and classic elegance, between its pioneering spirit and the traditions of craftsmanship, the new boutique offers customers a multi-sensory experience, inviting them on a journey of discovery into the heart of the Montblanc universe.
“Reflecting the Maison’s constant quest for purposeful and aesthetic innovations, our latest retail space embodies the Montblanc of today and the vision of tomorrow, as the Maison continues to push the boundaries of technology and design,” says Jérôme Lambert, Montblanc International CEO.
Through the eyes of designer Noé Duchaufour-Lawrance, the immersive retail environment introduces a pure and uncluttered aesthetic, mixing black, white and wood, and revealing the collections in a display that enhances the fine qualities of each piece.
The new concept features three main design themes linked to the roots of the Maison. Cursive handwriting associated with the Montblanc fountain pen is the starting point for the overall design. The curve gesture that gives shape to the retail space evokes calligraphy and the culture of writing.
The emblem, inspired by the snowcap of the Mont Blanc and symbol of the highest standards of perfection, is paired with ink shades to represent the life and soul of Montblanc, and the desire to always evolve through innovation. Inside the boutique, alongside the black lacquered wall panels recalling the uniqueness of Montblanc precious resin, an artistic animated ink flows on large screens.
A central feature of the new boutique, this “living” artwork triggers emotions and creates an atmosphere that is uniquely Montblanc, evoking both the Maison’s dynamism and trajectory as it keeps evolving with the times to deliver products of perfect modernity and functionality.
The third element is a passion for craftsmanship, a value that has punctuated the Maison’s long history. Present in the structured architecture and dark wood composition, it is inspired by the wood furniture used by craftsmen to practice their skills in each of the Maison’s manufactures, creating either timepieces, writing instruments, jewellery or leather goods.
On entering the space, the customer is invited to explore the Montblanc story on his or her own terms, to discover the diversity of the product offering in areas dedicated to each category, and to learn about the Maison’s longstanding heritage by interacting with each piece. In the spirit of “sharing the passion for fine watchmaking”, a well-balanced triangular-shaped “Gallery Table” highlights Montblanc’s unique position in the watch world. Nearby, an interactive screen offers an immersive experience that gives unprecedented insight into the elaborate and skilled universe of Montblanc watchmaking.
At the rear of the boutique, the Manufacture Bar is the place where customers can engage with product experts, while those who want to enjoy the pleasure of writing have the chance to test all types of writing instruments, nibs and inks. Montblanc’s trained staff will also present the Montblanc digital corner, where digital enthusiasts can test the Maison’s latest ScreenWriter editions, experiencing the ways in which the art of writing has been transposed to the digital world.
In the Leather Atelier, the focus is on a “touch and feel” experience. The sight, feel and smell of fine Italian leather can be enjoyed by browsing the unique leather library containing more than fifty different skins within bound books. In the Collectors Lounge, customers can view limited editions or experience Montblanc customisation services, from embossing leather goods or bespoke Creation Privée personalisation.
by AN shopfitting magazine no.134 ©
Photos courtesy Eric Laignel
