Luxury brand Montblanc, is opening one of the worldʼs most innovative concept stores, with the launch of its four-storey interactive Boutique in Sanlitun, Beijing.

This is the largest Montblanc Boutique anywhere in the world and by far the brandʼs most audacious, creative and technologically interactive concept store yet.

Visitors are invited to take an audio-operated guided tour through the experience upon arrival, which is delivered via a handheld electronic device.

A guiding narrator sets them off on a path of discovery. From then on they are treated to an interactive journey through time and space, with entertaining displays of innovation at every turn, including video-installed interactive ʻTime Capsulesʼ, virtual reality devices and a real red carpet experience.

Interactive experiences aside, the 4-storey building will house the full spectrum of Montblancʼs luxury collections. From its ever-growing range of genuine Swiss timepieces, to writing instruments, leather, jewellery and accessories.

The new concept store further reinforces the commitment the brand is making to the China market. Montblanc entered the market in 1992.

By 2008, China became the largest market in the world for Montblanc, and it now operates 93 Boutiques across China, with 43 of these being wholly owned, including the also recently launches large new Boutique in Guangzhou.

The ubiquitous white star logo which adorns all Montblancʼs stylish accessories and hand-made goods is by now instantly recognizable to luxury consumers in China.