When we met with Montblanc International CEO Jérôme Lambert in Paris last July for the launch of the Bohème Moongarden watches and jewelry collection, he told us his mission when he arrived in the company 2 years ago was to bring audacity into the brand without changing its DNA: audacity with new designs, with new communications, and with a new retail concept for all new boutiques.
New boutiques have since opened around the globe, but we were still waiting for ours here in France. Last week, Montblanc treated us with the opening of its very first new boutique in all of Europe, here in the heart of Paris near the Opera, with one hundred square meters on two floors at 12 boulevard des Capucines.
Designed by Noé Duchaufour-Lawrance, French interior architect reputed for his design of restaurants in London, Monaco, Paris or St. Tropez (Sketch, Lucas Carton), also known as the “Glamour designer” for his fashion boutiques in Tokyo, with a special mention for the perfume bottles of “One Million” and “Lady Million” by Paco Rabanne, the new boutique “contributes to the renewal of the House, it is part of this cycle of modernity, as seen with our latest collections” explained Managing Director for Montblanc France Jean Sébastien Gerondeau.
So what does the new concept look like? With a strong reference to the brand’s roots, a large entrance area provides clients with an immediate appreciation of “the Montblanc product”, placing particular emphasis on the art of writing, with the use of such materials as lacquer and fine metal that evoke writing instruments.
And as Montblanc has greatly developed since its founding in 1906, the rich patrimony of the House is highlighted throughout the boutique to celebrate writing instruments, but also the Swiss timepiece collections, exceptional leather goods, accessories for men, and jewelry. Collectors can discover exclusive personalization services, including the creation of made-to-measure pen nibs!
This boutique joins other prestigious Montblanc addresses in Paris, on the Champs-Elysées, at Galeries Lafayette Homme department store, and rue de Rennes on the Left Bank.