Montblanc has launched a flagship boutique and a pop-up store in Shanghai, China. Located at Shanghai Plaza 66 on Nanjing Road, the store features a wide collection of Montblanc’s luxury goods, including travel bags, backpacks, watches, and accessories.
The Shanghai Plaza 66 boutique features a modern design with black and gold elements.
The Shanghai Plaza is also a location where Montblanc chose for its worldwide launch of M-Gram 4810 Collection. The CEO of Montblanc China, Daniel Chang, unveiled some photos of the pop-up store on his LinkedIn feed.
Located in the main atrium, the pop-up store features a blue navy as the store’s theme color. A giant letter ‘M’ is displayed at the entrance of the store with the brand’s name in white on top. A large digital screen is installed on the side of the store, presenting videos of Montblanc’s products.
The Montblanc’s pop up resembles a modern museum with a wide range of Montblanc items displayed on the wall.
To promote the campaign, large banners are hung inside the mall, showing a photo of Montblanc’s global brand ambassador Chen Kun with the brand’s tagline ‘What moves you, makes you’
The Shanghai Plaza 66 flagship’s facade was also re-designed, featuring the blue navy with ‘M’ pattern. Montblanc China also hosted the Montblanc 2020 Light Show in Hangzhou to promote the brand’s new collection.