To celebrate the 100th anniversary of Montblanc’s iconic Meisterstück, Montblanc has partnered with director and screenwriter Wes Anderson to create a campaign that journeys into the Maison’s extraordinary world, as seen through the filmmaker’s eyes. Actors such as Rupert Friend, Jason Schwartzman, and Wes Anderson guide us through the Maisons’ headquarters atop the summit of none other than Mont Blanc.
To bring this story to life, Montblanc trusted Héroïne, a design and brand experience consulting agency, to create a pop-up concept inspired by the high-mountain setting of Wes Anderson’s film. The challenge was to turn these pop-up stores into moments of celebration that would also generate business, by proposing a journey through several sequences in the heart of this immense alpine chalet.
Grandiose travelling shots
Feel like a character in a Wes Anderson film as you explore spaces filled with storytelling objects and Montblanc’s latest offerings, providing an inspiring discovery at every turn.
More than a product, it’s a lifestyle
Famous for its writing instruments, the Maison now offers leather goods (since 1926), watches, fragrances and other accessories to accompany every moment of life. The store layout has been designed to offer a gradual discovery of the different worlds and to invite visitors to try on products. Feel the grain of the paper as the tip of a pen passes over it, or check out your look completed by the latest tote bag from the Maison.
A shareable experience
Bringing your community together in one place and welcoming new members was part of the challenge for this pop-up. Everyone is free to strike a pose at the back of the iconic desk created exclusively for this collaboration, take a break in the projection room or chat on the terrace area while enjoying a bretzel offered by the Maison. Everything is conducive to meeting and exchanging ideas.
Montblanc around the world
Parisian agency Héroïne had the opportunity to create the pop-up concept and adapt the experience to different formats for pop-ups all over the world.
In Hamburg, Montblanc celebrates this collaboration with an exhibition at Montblanc Haus. This temporary installation delves into the art of screenwriting and filmmaking, taking visitors behind the scenes of the creative process. Visitors can step into a re-imagined studio set from the campaign film and immerse themselves in the filmmaking universe. In Hong Kong, the Montblanc Chalet Pop-Up at Pacific Place Garden Court brings the fictional Montblanc headquarters from Anderson’s film to life, guaranteed to attract curious passers-by.
In Beverly Hills, the Montblanc Chalet Pop-Uptakes over Rodeo Drive and transports visitors far from the sunny streets of LA to snowy alpine peaks. Mirroring Wes Anderson’s aesthetic, the Chalet features elegant mid-century furnishings, a dedicated library, with green touches throughout, allowing visitors to experiment with various ink colors, pen tips and send postcards worldwide from a unique Montblanc desk.
About Héroïne
Founded in 2020 by Rémi Le Druillenec, an expert in retail for over 10 years, and Quentin Obadia, a designer and Art Director in high jewelry, Héroïne is a Paris-based design and brand experience consulting agency. Built around its cornerstone R.O.X.™ method (for “Return On eXperience”), Héroïne collaborates with prestigious Marisons like Cartier, Bottega Veneta, and CHANEL.
About Montblanc
Since 1906, Montblanc has been a pioneer in excellence and traditional craftsmanship. Known for its high-quality writing instruments, precision watches, refined jewelry, and iconic leather accessories, Montblanc is a true luxury icon. Each piece reflects the brand’s unwavering commitment to excellence and self-expression, encouraging individuals to write their own story with elegance and style.

Montblanc pop-up in Beverly Hills
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