Montblanc has opened the doors to its latest boutique at L’Avenue, a landmark retail mall in the city of Shanghai in China. The new boutique encompassing nearly 700 square meters played host to the unveiling of the Montblanc Star Classique Automatic Watch along with a selection of the label's rare collectible pieces.
In addition, original artwork by twelve young artists from Italy, Germany, Korea, the United Kingdom, Norway, Russia and China, from Montblanc’s Cutting Edge Art Project, featuring artistic interpretations of the brand’s iconic star emblem are displayed in-store.
Within the boutique, the Collector’s Wall on the ground floor is the most impressive with Montblanc’s fine writing instruments displayed according to their production time and collections, ranging from the famous Patron of Art Edition, Writers Edition to Great Characters Edition.
This display area also houses Montblanc’s classic pieces, such as Collection Nicolas Rieussec from Montblanc’s watchmaking facility in Villeret, that represents the best craftsmanship of Swiss watchmaking, and Collection Princesse Grace de Monaco in the fine jewelry display area.
On the underground level is the designer area exhibiting the hand-made leather collections of the Swiss label.
A Star-Studded Opening for a Starry Art Night
The opening ceremonial festivities held in May was themed 'Starry Art Night' and was never more appropriate with the attendance of several A-list celebrities including Academy Award winner Nicolas Cage, a Brand Ambassador to Montblanc, actor Wu Qilong, actresses Maggie Q and Ma Su,and supermodel Pei Bei, accompanied by Montblanc collectors.
