In celebration of the 110th anniversary, Montblanc has launched a new concept boutique in Mexico, following earlier ones in Tapei, Paris, Hamburg and Seoul.
On August 25th 2016 the Maison Montblanc, the leader in men’s luxury accessories, opened its second renewed boutique concept in Mexico of over 95 square meters, at the Palacio de Hierro Andares. At the end of 2015, Montblanc cut the official ribbon on the heart of Polanco in El Palacio de los Palacios, to express their values through a new experience for the costumers, in which the finest European craftsmanship is emphasized.
The new Montblanc boutique concept complements and translates the company’s reputation as the “Maison of Fine Lifetime Companions”, and communicates a true expression of luxury in an inviting and relaxed atmosphere. Through the eyes of 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.
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 the 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 animated artistic 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.
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.
The element of 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. The furniture pieces are reminiscent of the art nouveau era that saw the birth of the Montblanc Maison, but with a distinctly contemporary twist.
The selection of refined materials inside the boutique not only express the Maison’s European codes of elegance and spirit of craftsmanship, but also serve to identify each category by the distinct materials with which they are usually associated. Watchmaking is brought to life through the use of bronze-sheen brass, leather and wood; black leather and walnut wood reflect the Maison’s leather goods expertise; while lacquers and fine metals evoke writing instruments and jewellery.
The Writing Instrument 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 Maison’s latest ScreenWriter editions, experiencing the ways in which the art of writing has been transposed to the digital world.
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. The sight, feel and smell of fine Italian leather can be enjoyed by browsing the unique leather library containing more than 50 different skins inside bound books.
The Lounge Collectors: 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.
A milestone in Montblanc’s long history, the sophisticated and contemporary environment invites existing connoisseurs and new generations of customers to discover the Maison’s rich heritage in an authentic and uncomplicated way. An immersive space where they can truly appreciate the thoughtfulness, passion and skill invested in every single Montblanc piece.
About Duchaufour Lawrance
French-born designer of both spaces and objects, Noé Duchaufour-Lawrance creates environments that are not distinguished in any way by a use, a form, a material or an aesthetic. He considers each project like an organic form that grows with its user. A place where the curve and the straight line, sensuality and rigour interact in a confrontation conducive to creating meaning and able to awaken all the senses, in the style of a natural element which can also defy human order and disorder.
Duchaufour Lawrance often compares his approach to niwa, the little garden found at the heart of a traditional Japanese house. Like an organic pulse within a discipline dedicated above all to respond to the demands of the industry, market or client. Thus, he does not limit himself in the projects that he develops, designing objects for inspired lines for design manufacturers such as Bernhardt Design, Ceccotti Collezioni, Ligne Roset, Pleyel, Tachini and Zanotta, composing harmonious living areas including Air France lounges Ciel de Paris, Senderens, Megu at The Alpina Gstaad, La Transhumance chalet) as well as defining the image of a product or a showcase for a famous brand from Paco Rabanne and Perrier Jouët to Baccarat and Swarovski. Inhabited by a legacy for art nouveau, Noé Duchaufour Lawrance refers to the universal character of nature to impose forms that make sense.