Montblanc introduces first Neo² boutique concept in Middle East in Dubai’s Deira City Centre

  • The immersive retail environment invites customers on a journey into the heart of the Montblanc universe

The luxury Maison’s Deira City Centre boutique in Dubai has become the first of Montblanc’s boutiques in the Middle East to unveil the new Neo² retail concept currently being rolled out across the world.  Offering customers a multi-sensory experience, the new boutique concept brings the essence of Montblanc to life, reflecting its constant quest for purposeful and aesthetic innovations.

The 110m² boutique, designed by French designer and interiors architect Noé Duchaufour-Lawrance, offers a dynamic and elegant retail environment with dedicated areas for the four core categories in Montblanc’s portfolio: writing instruments, watches, jewellery, and leather goods.

The selection of refined materials inside the boutique not only express the Maison’s European codes of elegance and spirit of craftsmanship, but also serve to identify each category by the distinct materials with which they are usually associated. Watchmaking is brought to life through the use of bronze-sheen brass, leather and wood; black leather and walnut wood reflect the Maison’s leather goods expertise; while lacquers and fine metals evoke writing instruments and jewellery.

Home to a wide selection of the Maison’s core writing instrument, timepiece, jewellery, and latest leather collections, the boutique is also a haven for discerning collectors. Currently on display are the recently launched Borghese Patron of Arts Edition and Antoine de Saint Exupery Writers Edition, as well as the new Summit smartwatch and Arabic Orbis Terrarum timepieces.

Commenting on the launch of the Deira City Centre boutique, Eric Vergnes, President of Montblanc Middle East, India and Africa said: “We are delighted to open the first Neo² concept boutique in the Middle East, and to offer a new level in customer experience being introduced by Montblanc around the world.  This contemporary boutique is beautifully appointed to invite new and existing customers to discover the Maison’s wide selection of products in an environment that truly enhances the fine qualities of each piece.”