Celebrating the power of the pen: inside Montblanc’s flagship in New York

Built around the themes of experience, personalization and community, Mont BlancNew York’s flagship is an immersive destination for showcasing the brand’s writing instruments, leather goods and accessories. Unveiled in April 2021 on Madison Avenue at 59e Street, the new concept store is part of a global rollout, transforming Montblanc stores into both a physical and digital experience where the brand can share its stories and know how as well as presenting his “good lifelong companions” (aka pens) to customers in a dynamic and elegant environment.

“The role of brick and mortar is essential,” said Sylvain Costof, president of Montblanc North America in an interview with Retail Contact Points. “We believe in the experience it brings to our customers, which can only happen by directly interacting with our products. It’s an important part of the customer journey. The American flagship is both a destination and a platform for immersing yourself in the world of Montblanc. Everything is carefully curated for a first-rate experience, from discovering rare writing instruments in the Collectors corner, interact with New technology or the only one personalization services. ”

Tailor-made adaptation of the Montblanc NEO 2 boutique concept, the 4,425 square feet boutique balances contemporary design with classic elegance. Inspired by cursive writing and using the fountain pen as a starting point for the overall design, a curve extends inside the space to remind visitors of Montblanc’s “constant quest to achieve the highest standards. of perfection thanks to the best know-how ”. The Montblanc emblem is used everywhere, associated with ink nuances. The NEO Lumière furniture is reminiscent of the furniture used by artisans to exercise their know-how as well as the Art Nouveau era when Montblanc was founded.

The frame was designed to showcase the largest assortment of Montblanc writing instruments and leather goods in the United States, encouraging discovery at every turn. A new watch chronology traces the history of Minerva watchmaking, while limited edition enthusiasts will find limited edition writing instruments and rare artistic instruments in the collectors corner.

The delivery of a multisensory experience is at the heart of the concept. The store features the introduction of the very first Snowcap ink table and ink bar, where handwriting enthusiasts can test and learn more about Montblanc fountain pens, choose a favorite ink color and test drive. different feathers.

On the Tech Wall, shoppers are invited to interact with Montblanc’s technological innovations, including the Summit smartwatch and Augmented Paper, while testing the brand’s smart headphones from the comfort of a bespoke sound chair.

As part of its mission to provide customers with “Fine Lifetime Companions”, personalization services allow pieces to become truly unique to their owners. Inspired by the centuries-old tradition of customizing luggage and trunks to distinguish them and easily determine their owner, Montblanc offers personalized “marking” on its leather goods. Other customization options such as embossing and engraving are offered in all product categories.

Additionally, a partnership with Watchfinder & Co. gives watch owners the ability to bring any luxury watch to the store for redemption and receive in-store spending credit, after appraisal and review. success stories of the timepiece.

The overall store concept is community driven – bringing people together to engage in the world of Montblanc and to enjoy and grow through the experiences offered inside the store. Special guests and shoppers can enjoy a drink from the lounge bar, while scheduled educational events will include calligraphy classes and Collector’s Club events.

A team of specialists trained in all product categories – including high artistic level writing instruments, watches, leather and new technologies – reinforces the buyer’s experience. “It’s all about the people,” Costof said. “Each staff member has their own individual expertise, which testifies to the many interactive experiences that the customer can discover in store. “


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