This new interior concept design offers a dynamic and elegant retail environment.
Montblanc, the leader in men’s luxury accessories, unveiled its renewed boutique concept of over 140 square meters at Suria KLCC Mall and I had the pleasure to experience a private viewing, prior to its launch party last week.
Striking a balance between contemporary design and classical elegance, between its pioneering spirit and the traditions of craftsmanship, the new boutique offers customers a multi-sensory experience to discover a journey 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,” said Jérôme Lambert, CEO Montblanc International.
Brand Ambassador, Hugh Jackman with Jérôme Lambert. Oh no, no.. this photo wasn't taken at the new boutique launch party at Suria KLCC.. (but how I wish!). The photo was taken during Montblanc 110th Celebration in New York in April 2016.
Montblanc brings the Maison’s essence to life through a new boutique concept
Through the eyes of French interior designer, Noé Duchaufour-Lawrance, the immersive retail environment introduces a pure and uncluttered aesthetic, mixing black, white and wood, revealing the collections in a display that enhances the fine qualities of each piece. Duchaufour-Lawrance has re-imagined the Montblanc boutique with his distinctive sense of form and style, playing with the dichotomy of mineral hardness and the ultra-soft lines of organic materials for both furniture and lines.
The new boutique concept inspired by Montblanc’s pioneering spirit since 1906 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, depicting the snowcap of the Mont Blanc and symbol of the highest standards of perfection, is paired with various ink colours to represent the life and soul of Montblanc and its quest for constant evolution through innovation. Inside the boutique, a jet of ink animates large screens along black lacquered wall panels that recall the maison’s inimitable precious resin.
The third element is the passion for craftsmanship, the value that has punctuated the Maison’s long history. Narrated through 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 whether watchmaking, writing instruments, jewellery or leather goods.
An enriched customer experience awakens the senses
The new storefront of today’s concept store presents an elegant facade with recognizable Montblanc DNA elements while projecting a welcoming atmosphere through the stylish design treatment. A large entrance space offers customers instant visibility of the various product categories from the outside, inviting them inside to continue their journey. Subtle lighting, the touch of the many textures and the distinctive smell of exquisite leather, the interior design evokes a true sensory experience and demonstrates Montblanc’s commitment to providing a handful of unique experience.
The passion for fine watchmaking
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” designed in wood by Noé Duchaufour-Lawrance highlights Montblanc’s unique position in the watch industry combining tradition, innovation and groundbreaking aesthetics. Nearby, an interactive screen offers an immersive experience that gives unprecedented insight into the elaborate and skilled world of Montblanc watchmaking.
I'm exploring the interactive screen at the timepiece area.
The writing experience
At the rear of the boutique, the Manufacture Bar is the place where customers can engage with product experts and those who want to enjoy the pleasure of writing will have the opportunity to test all types of writing instruments, different nibs and inks. Montblanc trained staff will also introduce them to 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 addition, the Collector’s Corner offers a unique way to give a readable overview of the concept showcasing the Limited Editions writing instruments.
The Montblanc Heritage Collection, Rouge & Noir, Special Edition Coral contrasts with the black model, made from vivid coral resin and lacquer evoking a colour reminiscent of the era, and features a bi-colour nib in Au585 gold decorated with the intricate serpent engraving.
The leather atelier
In the Leather Atelier, the focus is on a “touch and feel” experience, where Montblanc’s expertise, know-how, creativity and collections are revealed through the senses. At the leather atelier table and wall, small and large leather goods are presented respectively at open displays offering an elegant touch and feel experience. The sight, feel and smell of fine Italian leather can also be enjoyed by browsing the unique leather library containing different skins inside bound books.
The collector’s lounge
In the Collector’s Lounge, an intimate space where curves and straight lines play off each other, collectors can view limited editions or experience Montblanc customization services, from embossing leather goods or bespoke Creation Privée personalization, in the most comfortable and private setting.
Having my writing experience using the Heritage Collection Rouge et Noir Special Edition in the private and cosy Collector's Lounge.
Now, you may go ahead and read my previous post on Montblanc Heritage Rouge et Noir 110th Anniversary Collection here because it's so awesomely delicious! : Unleash The Pioneer Spirit In You!
The Montblanc new concept boutique is located at 131-132 A, 1st Floor, Suria KLCC Mall.
Photo: Montblanc Malaysia. Andre's Private Visit photo was taken by Garbagelapsap.