Montblanc celebrate 100 years of Meisterstück in Chengdu

Montblanc celebrate 100 years of Meisterstück in Chengdu

Montblanc celebrated the milestone anniversary of its iconic Meisterstück writing instrument during an exclusive event in Chengdu at the end of November. First unveiled in Los Angeles in May, the 100 Years of Meisterstück brand campaign, written and directed by American filmmaker Wes Anderson, now travels to the city of Chengdu to add another seminal chapter to the writing icon’s centenary celebrations, following the opening of Montblanc’s first flagship store in the city, the Montblanc Chengdu Taikoo Li Boutique.

Just as the new flagship boutique introduced a design concept blending Montblanc’s DNA with Chengdu’s inimitable creative spirit, the brand event held at the Dong’An Ge Hotel immersed guests into the brand campaign’s distinctive Montblanc universe, infused with the local flair of Chengdu.

The venue was reimagined to transport guests into the world of the brand campaign, with recreations of its various recognizable details such as the library room, the mountain setting and the overall color palette, all while spotlighting the evening’s honoree, the Meisterstück.

The evening built to a crescendo with creatively reimagined performances featuring exhilarating drumming and Sichuan opera acts, offering an innovative twist on the traditional Chinese art forms. Following the mesmerizing acts, the celebration reached its peak as guests gathered to commemorate the centenary of Meisterstück with a grand birthday cake unveiling.