The sleek black building contains exhibitions, a café, boutique, archives and a writing atelier.
It’s the latest “immersive brand experience” served up by Europe’s big luxury brands, which are adding cultural and hospitality elements to their flagship projects — though Montblanc acknowledges that its new “house” on the fringes of Hamburg is more of a museum and gallery than a store, and will initially be open on weekdays only.So far, only groups of students have visited the permanent exhibitions, trying their hand at calligraphy and watching short films about the value of writing.
“If people leave with some excitement and inspiration, I believe we have done the right job,” he added.-owned luxury brand is navigating a spike in demand for its pricy pens, with its Limited Edition range currently out of stock, and a recent tie-up with Ferrari selling out “in a few days,” Baretzki said.
“I see it as a means to maximize our handprint,” the CEO said with a grin, deliberately sidestepping the word footprint to exalt the flourish of a penned word.About 400 exceptional writing instruments are on display in the new facility, representing about a tenth of Montblanc’s stash, along with the multiple component parts.
Next up for Montblanc is an event in Paris on June 22 during Men’s Fashion Week to unveil a new theme and a new collection by Tomasetta. While Montblanc Haus charts the company’s 116 years of history and exalts its savoir-faire, it has a broader goal of inspiring writing, and harnessing the creativity sparked when pen hits paper, Montalescot explained.
Exhibitions blend high-tech and old-school elements. Visitors can step into a round room resembling a slice of a Montblanc pen and be surrounded by dazzling digital projections, while VIPs and VICs will be ferried into a “secret room” where they don white gloves and can inspect rare writing instruments.Montalescot said the archives shelter not only treasures from the past, but also possible roadmaps for the future.
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