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Montblanc unveils new NEO concept at Emporium

The Montblanc boutique at Emporium has just undergone a complete revamp to better highlight the brand’s luxury range of leather goods, as well as its famous writing instruments.

Created by renowned French interior designer Noé Duchaufour-Lawrance, the NEO concept is a retail design model that aims to enhance the luxury shopping experience. Specifically fashioned for Montblanc, the brand-new concept focuses on cultivating an inviting, relaxed atmosphere with contemporary and classical design. NEO was first rolled out in a few boutiques in neighbouring countries in Asia and now, the German brand has brought this concept to Bangkok, refitting its Emporium boutique with the updated look and feel.

Well known for fusing Art Nouveau style and contemporary design, Duchaufour-Lawrance often draws inspirations from organic and geometric forms. Prior to his design career, he studied furniture design at the renowned Musée des Arts Décoratifs in Paris. In 2003, he then established his very own creative studio Neonata, which literally translates ‘new birth’ in Italian. Now, he has spearheaded this new NEO concept for Montblanc.

Sophisticated and sleek, the newly restyled boutique store represents Duchaufour-Lawrance’s design language, as well as Montblanc’s core brand values: European craftsmanship, heritage of sophistication and pursuit of innovation. The talented designer and his team has distilled the brand personality into a series of visual and décor features, which collectively bring Montblanc’s identity to life.

The NEO concept revolves around three main design themes linked to the roots of Maison Montblanc, including cursive handwriting, emblem and ink shades, and the rich heritage the brand represents. The boutique boasts simply elegant and understated lines in black and blue-ash hardwood, complementing the cream and light earth tones of the wall and carpeting. The glass showcases, which are filled with the finest writing instruments and timepieces, add airy lightness, elegance and spaciousness to the interior space. On the other hand, the floor-to-ceiling wooden shelves resemble bookcases and feature leather goods in a welcoming manner, offering customers easy accessibility and enhancing the product discovery journey.

The new retail experience also provides customers with an interactive experience and further immersion into the world of Montblanc. For instance, you are invited to explore Montblanc’s writing experience manufacture bar, which is designed for you to test and enjoy the writing experience. For those who are also searching for new timepieces, the gallery table lets you fully explore the backstory of each Montblanc watch, such as how each timepiece was made. Here, you’ll also find touch-screen devices that allow you to delve into the brand and product details of each exquisite watch.

For more than a century, Montblanc has pioneered the finest writing instruments, timepieces and leather products. Now, Montblanc has unwrapped a new concept boutique that offers an even more dynamic and elegant retail experience. Drop by to check out its latest collections, as well as sleek shop design.

Montblanc, Emporium, Ground Floor, 622 Sukhumvit Road, Klongton, Bangkok, +66 2 664 8777

Montblanc unveils new NEO concept at Emporium

Rachel Kwok

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