Montblanc launches at Shanghai Plaza 66

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 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 blue navy as the store’s theme colour. 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.


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