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Abu Dhabi, UAEMonday 24 September 2018

Montblanc debuts new boutique concept in Dubai 

The brand's boutique in City Centre Deira is the first in the Middle East to get the Neo² revamp 

The boutique has been designed by French interiors architect Noé Duchaufour-Lawrance. Courtesy Montblanc
The boutique has been designed by French interiors architect Noé Duchaufour-Lawrance. Courtesy Montblanc

German luxury brand Montblanc inaugurated its first Neo² concept store at London's Heathrow Airport last year, and this July, the retail concept finally launched in Dubai, making it the first Montblanc outlet in the Middle East to get the new store upgrade.

Neo² aims to give customers a multisensoryshopping experience, with dedicated areas for the brand's four specialty categories: writing instruments, watches, jewellery and leather goods. The interiors and display units of each section now reflect materials and essences of the category that they represent – black leather and walnut wood, for instance, feature in the leather goods sections, and the writing instruments area is characterised by white lacquers and fine metals.

“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," says Eric Vergnes, president of Montblanc Middle East, India and Africa. "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.”

In addition to seasonal stock, the revamped boutique in Deira City Centre also houses select collectibles, such as the new Borghese Patron of Art pen, inspired by the 17th-century Roman baroque art collector Scipione Borghese. The brand's new Summit smartwatch (pictured below) and Arabic Orbis Terrarum timepieces are also available.

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