The Meisterstück Classique is packed as an exclusive set with a business card holder with gusse.

HONG KONG (CHINA). The Shilla Duty Free has partnered with luxury business lifestyle brand Montblanc to open a standalone boutique at Hong Kong International Airport (HKIA). It is located in the South Hall opposite the Korean retailer’s Beauty&You store.

The new Montblanc boutique offers the luxury brand’s entire cross-category product assortment. This includes its fine writing instruments, luxury watches, leathergoods and accessories ranges; as well as a curated selection of limited-edition releases.

According to the brand, the offer will “appeal to sophisticated millennials, business travellers, and discerning travellers” alike.

The retail design of the boutique pays homage to the brand’s fine writing heritage and features a curved shape – reminiscent of cursive handwriting. Inside, the store’s backwall and furniture design were crafted in ‘art nouveau’ style, a nod to the era in which Montblanc was born.

All of these design details aim to immerse travelling shoppers into the world of Montblanc and highlight the history and craftsmanship of its products, said the brand.

A nod to art nouveau: The new Montblanc boutique makes design references to the brand’s heritage

To celebrate the opening, Montblanc has introduced an exclusive gift set made up of two of its best-selling products: the Meisterstück Platinum Coated Classique Fountain Pen and Meisterstück Business Card Holder.

The new Montblanc boutique also features a flurry of personalisation services that elevate the shopping experience. Some highlights include artistry limited-edition pieces, engraving services, and hot stamping for leathergoods and accessories.

“Reconnecting with the world around us is a key theme for us this year and we wanted our products to make the travel experience as enjoyable as possible, leaving room to learn about the world around us, inspiring us to leave our mark.” – Montblanc Managing Director Hong Kong & Macau Pierre-Etienne

The Meisterstück Platinum Coated Classique Fountain Pen and Meisterstück Business Card Holder make up an exclusive set launched to celebrate the opening

A well-rounded offer of customisation services: The boutique also offers engraving for fine writing instruments and hot stamping for leathergoods

“We are delighted to bring the rich heritage and the finest craftsmanship of Montblanc to the Hong Kong International Airport,” said Shilla Travel Retail Hong Kong Limited Managing Director Changha Shin.

Shin added: “By offering the most exclusive and premium products in a well-designed accessible luxury retail space, this allows international travellers to enjoy an easy and personalised shopping experience at HKIA.”

For Montblanc Managing Director Hong Kong & Macau Pierre-Etienne, the new boutique was a great way to reconnect the brand to the world. He said: “We are pleased to partner with The Shilla Duty Free to open our boutique in one of the busiest airports in the world.

“Reconnecting with the world around us is a key theme for us this year and we wanted our products to make the travel experience as enjoyable as possible, leaving room to learn about the world around us, inspiring us to leave our mark.”

Maximising cross-category synergy: The new opening is part of The Shilla Duty Free’s wider strategy to maximise synergy between its Perfumes & Cosmetics and Fashion & Accessories divisions.

According to The Shilla Duty Free, the new Montblanc boutique opening is part of the travel retailer’s efforts to maximise synergy between its Perfumes & Cosmetics and Fashion & Accessories categories. The retailer is currently in the process of revamping its Fashion & Accessories offer.