Montblanc Turns Paris Boutique Red To Support The Fight Against AIDS

A Montblanc boutique in Paris was bathed in red inside and out and filled with graffiti-styled hand-written messages in white. It wasn’t a Halloween prank. Instead it was part of the German luxury brand’s ongoing partnership with the New York based non-profit organization, (Red), which works to end AIDS in Africa where two-thirds of the world’s estimated 38 million people with HIV/AIDS live.

From left: Adrien Brody, Montblanc CEO, Nicolas Baretzki, Georgia May Jagger and Billy Porter attend... [+] the (Montblanc)Red launch dinner and party at Monsieur Bleu in Paris


Montblanc hosted the event at its high profile boutique on Champs-Elysées with guests that included Montblanc’s Ambassador Charlotte Casiraghi, Adrien Brody, Billy Porter, Pierre Niney, Georgia May Jagger, Lottie Moss, Amber Lebon, Josh Dylan, Anna Brewster, Toby Regbo, Isaac Carew and Kevin Mayer.

The red coloring and hand-written scrawl throughout the boutique were created by Belgian artists, Denis Meyers and Arnaud Kool, who produced an interpretation of the “the art of writing” with powerful messages inspired by the (Montblanc)Red partnership. Even the hors d’oeuvres being served had red highlights.

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Exterior of the boutique during the Montblanc(Red) launch event cocktail at the boutique... [+] Champs-Elysees


To mark the latest chapter in its partnership with (Red) and the collective fight to end HIV/AIDS, Montblanc gave guests and friends of the Maison a first look at the latest additions to its (Montblanc M)Red collection of writing instruments and luggage.

Interior of the Montblanc Champs-Elysees boutique during the Montblanc(Red) launch event cocktail


Montblanc will donate 5 euro for every item purchased, which the luxury brand says is enough to provide more than 25 days of life-saving medication for someone suffering with HIV/AIDS. The money goes directly to the Global Fund to support HIV/AIDS programs in sub-Saharan Africa. Since 2006, (Red)-supported Global Fund grants have impacted more than 140 million people with lifesaving HIV/AIDS programs, including prevention, treatment, counselling, HIV testing and care services.

Red hors d'oeuvres


“This special partnership with (Red) is more than just about raising funds for prevention and medication, it’s about educating others to understand that, as a community of global citizens, we can be more effective in ending epidemics like AIDS when we work together,” said Nicolas Baretzki, Montblanc CEO. “Montblanc’s mission is to create products for individuals who seek to leave their mark, whether achieving their own ambitions, taking action for good or striving to make a positive impact on their communities and on the world.”

The new (Montblanc M)Red Trolley inside the boutique during the Montblanc(Red) launch event cocktail... [+] at the Boutique Champs-Elysees


This is the second consecutive year that Montblanc has partnered with (Red). The collaboration is expanding with the introduction of a trolley and a new writing instrument line. The items are as follows:

The (Montblanc M)Red Trolley based on the design of its signature #MY4810 line. It features the following:

* A red polycarbonate shell

* Red leather on the handles and on the corners of the trolley

* Central leather band and matching luggage tags in black and red

* The inside features an elegant lining that features inspiration quotes in red

Montblanc(Red) writing instruments


Reprising the design of the original (Montblanc M)Red writing instrument, the design details of the new writing instrument include the following:

* A cap and barrel with a brushed palladium nickel coating

* Red-coloured lacquer on the forepart of the pen

* Special (Montblanc)Red engraving on the nib and red ink feeder cover

* Montblanc emblem ultrasonically welded onto the cap top and distinctive “plateau”

* Platinum-plated clip mounted invisibly into the cap to not interrupt the design flow

* Magnet allows the closing of the cap and barrel with alignment of the clip, with an additional snap mechanism to smoothen the closure and ensure the cap remains firmly in place

The expanded (Montblanc M)Red items will launch this month during the sixth Global Fund Replenishment conference in Lyon, France, hosted by French President Emmanuel Macron. The event will bring 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 $14 billion in order to save 16 million lives over the coming three years.

(Red) was founded in 2006 to engage businesses and people in the fight against AIDS. (Red) partners with international brands that contribute proceeds from co-branded goods and services to the Global Fund. Through this co-branding of goods in several industries, the organization says it has generated more than $600 million for the Global Fund to fight AIDS, tuberculosis and malaria, to support HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, Tanzania and Zambia.

According to the organization founded by Bono and Bobby Shriver in 2006, 100 percent of the money raised goes to work on the ground – no overhead is taken. Global Fund grants that (Red) supports have impacted over 140 million people with prevention, treatment, counseling, HIV testing and care services.

Following the boutique event, guests gathered for the second part of the celebration at the iconic Monsieur Bleu which was renamed Monsieur (RED) in honor of the partnership. Just like the boutique, it was turned red with specially designed (Red)-inspired artwork.

Other (Montblanc M)Red items from 2008 are available now and can be found through this link.