A partnership for a good cause
Imagine seeing a section of the iconic Champs-Elysées turn red. That's exactly what happened on October 8, when Montblanc bathed the façade of its boutique on Paris' most famous avenue in red to commemorate the latest chapter in its partnership with Red, an organisation founded to engage businesses and people in the fight against HIV/Aids.
The global launch event also served as a preview of the latest additions to its Montblanc M Red collection and introduced an original art installation by Belgian artists Denis Meyers and Arnaud Kool, a fresh interpretation of 'the art of writing' featuring powerful messages inspired by the partnership.
(Related: How Does Montblanc Plan To Stay Ahead Of The Luxury Watch Market? CEO Nicolas Baretzki Tells All)
Guests at the party include Montblanc ambassador Charlotte Casiraghi as well as actors Adrien Brody, Billy Porter, Georgia May Jagger and Lottie Moss who came to show their support for the cause.
With the launch of the new items in the Montblanc M Red collection—a new Trolley and writing instrument collection—Montblanc reaffirmed its commitment to raising money and awareness for the fight to end HIV/Aids.
Here are three things to know about the global launch in Paris.