Montblanc's first-ever China concept store in Chengdu opens in Chengdu. Montblanc's first-ever China concept store opens in Chengdu.

Montblanc, a german luxury brand, known for its pens, watches, leather goods, and more, celebrated its 100th anniversary of style in 2024. the brand launched a montblanc concept store in chengdu, sichuan, on november 22nd, china, for the short film directed by and starring american film auteur wes anderson.

The brand not only welcomed their chinese regional ceo matthieu dupont, the space's global artistic director, marco tomasetta, but also invited global brand ambassadors' actress xin zhilei and actors for the grand opening.

The ribbon cutting ceremony was held on weibo, china's twitter-like website, and the pays tribute to chinese history by using "paper" as its theme while still using a classic palette of black, white, and gold.

A “the montblanc desk,” “the journey” with leather goods and accessories, a “masterpiece” area with limited edition writing devices and a piece of artwork by artist chen xin, as well as a “calligraphy chamber” which hosts a display of handwriting, as well as a “calligraphy chamber” which hosts a display of handwriting.

The collection, dubbed city edition chengdu by montblanc, takes inspiration from the southwest china city's famous people, particularly panda and bamboo.

The collection's first short promotional film has also been produced for the opening, with established photos.

Not only does the historic yet modern and youthful city, fit the image of montblanc and the 100-year-old meisterstück, but the hyper-localised campaign can also help harness the city's energy when seen by its visitors.

Audiences from around china are distributed.