Montblanc set to unveil expo pavilion

In its fourth year exhibiting at the China International Import Expo (CIIE), German brand Montblanc unveils its pavilion today under Richemont Group's theme "Timelessness. Celebrating the Enduring Beauty of Luxury".

Echoing Montblanc's global campaign The Library Spirit: Episodes From Around The World, the century-old brand invites Chinese consumers to explore the dynamic identity of Shanghai through the lens of its literary spaces and a varied selection of timeless products, with which Montblanc reaffirms its unrelenting pioneering spirit, and continuously inspires people to leave their own mark.

The Montblanc pavilion at CIIE 2023 features visual elements inspired by the library, reinforcing its connection to the universe of words. Fern blue is well-blended throughout to echo the seasonal animation of the Extreme 3.0 collection and the signature leather motif of this collection is vividly displayed on the entire floor.

Within the pavilion, visitors are invited to discover what makes up the whole universe of Montblanc across product categories including writing instruments, watches, leather goods, new technologies and accessories. Visitors can write down their own thoughts on postcards in the interactive zone, to experience Montblanc's technical expertise in writing instruments and its writing culture rooted in the brand core.

As one of Richemont Group's first brands to enter China, Montblanc is celebrating with the group its fourth consecutive year exhibiting at the CIIE. The Maison has always been a confident participant in the Chinese market, which has assumed an increasingly important position in its global strategy. Through this year's global campaign The Library Spirit: Episodes From Around The World, Montblanc is further facilitating the in-depth dialogue with Chinese consumers by embracing local culture.