Montblanc’s enchanting festive boutique concept marks 100 Years of the Meisterstück
For the 2024 Holiday season, Montblanc has unveiled its new Happy Holidays 2024 boutique concept celebrating the 100th anniversary of the Meisterstück and its writing heritage. The concept is being rolled out across all Montblanc boutiques across UK and Ireland. It will see each boutique transformed into a winter wonderland inspired by the majestic peak of the Mont Blanc Mountain and the snow-covered landscapes of the Alps.
As part of this new concept, the façade of Montblanc’s flagship boutique in New Bond Street has been taken over by a light display installation with a giant ribbon marking the centenary of the iconic Meisterstück, floating book pages as well as giant fountain pen nibs and keys, all to evoke the power of the written word and an invitation to put pen to paper. This visual display will be accompanied by a musical score to further enhance the experience and invite those visiting New Bond Street to step into the Montblanc Happy Holidays experience.
Once inside, the concept aims to invite visitors to immerse themselves in the joy of gift-giving, writing holiday notes and sharing special moments with loved ones. Boutiques will be transformed into winter log cabins with playful animals, made out of book pages, curiously interacting with Montblanc’s writing instruments, watches, leather pieces and new technologies offering.
The 100th anniversary of the Meisterstück emblazoned across the façade continues to be a momentous celebration for Montblanc. Originally launched in 1924, it quickly rose to the status of a design icon and it is regarded as the quintessential writing instrument, one that is still synonymous with Montblanc to this very day. The Meisterstück has left an indelible mark on mankind, wielded by many influential individuals who shaped our collective culture and history.
Guests who visit a Montblanc boutique can also discover the new Happy Holidays Capsule Leather Collection, designed by Montblanc Artistic Director Marco Tomasetta, which features black embroidery on ivory canvas in the form of a spacious tote bag, a pouch, pen pouch and #MY4810 cabin trolley. A selection of gift options from across the brand’s writing Instruments, leather, watches, new technologies and accessories will be available with personalisation services on offer too to make gifts extra special.
Montblanc’s festive boutique façade will run from 4th November 2024 – 3rd January 2025
Address: Montblanc Flagship Boutique, 119 New Bond St, London W1S 1EP
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