For the end-of-year holidays, the Richemont group brand is opening a large space in the heart of one of the most visited department stores in Paris: Printemps Haussmann.
A Montblanc chalet in the heart of the hustle and bustle of Paris
A key period for major luxury brands, the end of the year often gives rise to major marketing and commercial operations online and in person. Montblanc is banking this year on the retail and unveils a pop-up boutique at Printemps Haussmann.
A chalet-style space which transcribes the aesthetic adopted in the recent Montblanc campaign imagined by American director Wes Anderson: warm paneling, furniture from the 50s, touches of green, without forgetting the XXL Christmas tree… Enough to completely immerse the customer in the spirit of the brand.
“Cozy and welcoming, this Montblanc x Printemps space offers immersive experience during the Christmas holiday period, a time when the stores are always very busy. You have the impression of entering a chalet in the mountains, which allows you to escape for a moment from the hustle and bustle outside and also to explore the Montblanc universe and all the wonders it contains for the holidays”welcomed Stéphanie Martinez, general director of Montblanc France, in a press release.
To add a touch of exclusivity, a capsule of small leather goods and office accessories has been specially designed for the Printemps pop-up store. A unique collection with winter patterns created by Marco Tomasetta, the brand’s artistic director.
Luxury houses are competing with each other to attract the attention of customers at this key time in the calendar. If Montblanc focuses on ephemeral retail, for others it is via street dressing. Thus, Chanel Beauté unveiled huge light installations in London a few days ago, highlighting the bottle of its iconic N°5 perfume. The inauguration was held in the presence of actress and brand ambassador Lucy Boynton. Same strategy for Loro Piana, which has taken over the Harrods department store with a Christmas tree stamped with its name on the facade as well as thematic windows.
Pop Up Montblanc x Printemps until January 5, 2025 at Printemps Haussmann in Paris 9th.
