Writing instruments, presented in a new environment: Montblanc offers with its new boutique concept a dynamic and elegant retail environment, while striking a balance between contemporary design and classic elegance. The new boutique offers customers a multi-sensory experience, inviting them on a journey of discovery into the heart of the Montblanc universe. 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.
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.