The new flagship boutique, located in Chengdu Taikoo Li, a prestigious luxury commercial hub not only for Chengdu but nationwide, stands out with a design concept that pairs the distinctive identity of the Maison with the rich cultural heritage and spirit of Chengdu. Dubbed China’s new luxury capital, the dynamic and vibrant city serves as the ideal setting for Montblanc to craft a cultural luxury space, making the new flagship boutique a modern landmark for the Maison’s presence worldwide.
“Montblanc Chengdu Taikoo Li Flagship Boutique is a vital strategic flagship in China’s omni-channel luxury offering, especially Southwestern China, demonstrating the Maison’s long-standing and unwavering commitment to one of the most important markets. It represents an exciting new chapter for Montblanc, a place where history, innovation, and modern luxury intersect naturally. Throughout their journey exploring the new flagship boutique, customers will be inspired by thoughtful details and immersive experiences, and a feeling that they can leave their own mark in the world,” says Matthieu Dupont, Montblanc China CEO.
Designed by Marco Tomasetta, Montblanc Artistic Director, the contemporary luxury boutique embodies various writing elements that reflect the Maison’s roots and celebrate the 100th anniversary of its iconic Meisterstück writing instrument with a black, white and gold-colored palette. The boutique’s distinctive façade mimics the classic black precious resin of the Meisterstück fountain pen and features a brushstroke-texture effect, inspired by the shape of the mountain silhouette as seen on the Montblanc Haus in Hamburg. The fluted glass display window is reminiscent of the pattern of Montblanc’s classic ink bottles, while the sophisticated in-store carpets seamlessly complement the design with a captivating ink-like effect.
Central to the art of writing is the innovative use of paper. A subtle detail of the boutique lies in the creative application of paper, a contemporary artistic expression that echoes the Maison’s ties to writing and paper’s status in Chinese culture as one of the Four Great Inventions of ancient China. The interior tile walls and the exclusively designed ceiling lights in the shape of a mountain silhouette are both unexpectedly crafted from paper, blending complex materials in a way that naturally fits the Maison’s roots.
“I have always had a great appreciation towards Chinese culture, so to be able to fuse Montblanc’s design DNA with Chengdu’s inimitable creative spirit has been an honor. And what better year to invite people to discover the world of Montblanc than the 100th anniversary of our iconic Meisterstück. I hope this new design concept allows visitors of the boutique to see the Maison through a fresh perspective,” says Marco Tomasetta, Montblanc Artistic Director.
Upon entering the boutique, customers embark on a distinct journey into the world of Montblanc, one that harmoniously balances its writing culture with the cultural flair and craftmanship of Chengdu.
The welcome space “Inspire Writing (一笔万象)” is an invitation to experience the heart of Montblanc through the world of writing and novelty leather goods. An immersive writing area complete with “The Montblanc Desk” designed by Marco Tomasetta and a bookshelf with colorful inks, notebooks, pen pouches and desk accessories echoes the Maison’s #LetsWrite initiative.
Stepping further into the boutique, “The Journey (灵感漫旅)” area displays handcrafted leather goods, designed to accompany customers in their everyday journeys, alongside an antique Chinese calligraphy painting table from the Ming Dynasty that has been crafted in traditional Chinese style. This area also highlights the Montblanc x Zinédine Zidane capsule collection, tailored to the needs of world travellers.
Customers are then welcomed into the “Masterpiece (匠心杰作)” section, which showcases Montblanc craftsmanship, from limited edition writing instruments that capture stories to Minerva timepieces that highlight the technical savoir-faire of the Maison’s fine watchmaking.
In a tribute to the wonder of Chinese craft, Chinese contemporary artist Chen Xin has created an artwork dedicated to the boutique, titled “THE NEO-SHANSHUI: THE SHU MOUNTAINS (未来山水·九天游)”, bridging traditional Chinese art of the landscape painting and the majestic peaks surrounding Chengdu, while reflecting Montblanc’s strong linkage to mountains. The sunrise scene, Sunlight on the Golden Mountain, symbolizes good fortune and prosperity.
The private space “Calligraphy Chamber (翰墨阁)” is adorned with a series of touching handwritten autographs, inviting customers to rediscover the power of putting pen to paper. Meanwhile, inspired by the exhibitions at Montblanc Haus, historical pieces and High Artistry writing instrument collections will be on temporary display. The firstexclusive exhibition during the grand opening period will be dedicated to a collection of historical Meisterstück fountain pens (1924 to 2024) from the Maison’s archive, to tell the legendary journey of the icon, Meisterstück. The exhibit includes the initial version Meisterstück 35, the Meisterstück 139, which introduced the famous nib design, and one of the first Meisterstück 149, the model that established the well-known cigar-shaped. The exhibition will continue until March 17th, 2025.
To celebrate the grand opening of Montblanc Chengdu Taikoo Li Flagship Boutique, Artistic Director Marco Tomasetta has designed an exclusive leather capsule dedicated to the city of Chengdu. Expressed on embroidered canvas, the custom design “Flânerie à Chengdu” finds its inspiration from a 1924 advertising poster hailing from Montblanc’s archives that captures two travelling writers enjoying a special moment together. The pair has been reimagined by Tomasetta in modern-day Chengdu, evoking the sense of creativity and joy that travel continues to inspire. The colorful hand-painted visual is presented through detailed embroidery, offering a creative take on traditional leather craftsmanship. The famous symbol of Chengdu, the globally adored Giant Panda, can also be found as part of the embroidery on the inner pocket, together with the renowned Meisterstück fountain pen.
Montblanc also designed a special set of Chengdu-inspired stamps exclusively for the Chengdu Taikoo Li flagship boutique, encouraging customers to connect with loved ones through the art of writing. Customers can also enjoy special offerings and exclusive services here, including the exclusive new Meisterstück City Edition tailored to the city of Chengdu, the Meisterstück Traveller Limited Edition 1924, and Montblanc personalization offerings, such as the Bespoke Nib Configurator 2.0 service for fountain pens and the M LOCK 4810 customization service for leather goods.
Every room and every corner of Montblanc’s latest flagship boutique has been designed to make customers feel at home in a space where they can engage with Montblanc in their own way, finding inspiration in the Maison’s craft and mission to inspire people to leave their mark.
