Montblanc Goes Red To Show Its Support In The Fight Against HIV/Aids
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.
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.
Monsieur Bleu renamed Monsieur (Red)
In honour of the partnership, the iconic Parisian restaurant was turned red just like the boutiques, with specially designed Red-inspired artwork for one night only.
Following the boutique event, guests gathered for the second part of the celebrations at the Palais de Tokyo restaurant for dinner and cocktails.
(Related: Montblanc And BMW Team Up To Launch Limited Edition Luggage Set)
Eve of sixth Global Fund Replenishment conference
The launch of the expanded collection took place just one day before the sixth Global Fund Replenishment conference in Lyon, France hosted by French president Emmanuel Macron. The event brings together governments, corporations, NGOs and private donors to pledge financial support for the fight to end Aids, tuberculosis and malaria, with the goal of securing US$14 billion (S$19 billion) in order to save 16 million lives over the coming three years.
(Related: This €1.5 Million Montblanc Pen Is A Tribute To History's Deadliest Warrior)
Every purchase makes a difference
Through its partnership with Red, which launched in 2018 with the Montblanc M Red collection line specially designed by Marc Newson, Montblanc customers will have the opportunity to make an impact with each purchase of a Montblanc M Red product. For every Montblanc M Red writing instrument, luggage or accessory purchased, 5 euros will go to the Global Fund to support HIV/Aids programmes—which is enough to provide over 25 days of life-saving HIV medication.