Agenda
RECAP: Montblanc's Bohème Women's Watch Collection Launch Party (Shanghai)
Text by Justin Ng | Photos courtesy of Montblanc
24.07.2019
A female dance artist delights guests with her performance blending pictorial art and dance expression at Montblanc's 'My Life. My Decision' event held on July 18, 2019
Qin Lan
Montblanc CEO Mr. Nicolas Baretzki and Montblanc China brand ambassador Mr. Yang Yang
Li Xiaoling
Wu Jinyan
Jiang Fangzhou
Wu Jingyan and Montblanc's executive vice president of marketing Vincent Montalescot
For the night, the 1862 Shanghai Fashion Art Center was transformed into a chic urban space
The watch novelties, including the Bohème Day/Night collection were displayed inside hanging crystal balls
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While calligraphy might be a lost art to some, your standard bohemian personality is not likely to forget. In fact, with the launch of Montblanc’s new Bohème women’s watch collection, the brand is returning to the beautiful art form via an event – meticulously inscribed and lettered as My Life. My Decision across the venue – celebrating art, difference and expression. Held at Shanghai’s 1862 Shanghai Fashion Art Center, Montblanc treated guests to a night of heritage and cultural appreciation. With the help of augmented paper technology, guests - including the likes of actresses Jinyan Wu and Qin Lan, writer Fangzhou Jiang as well as artist Xiaoling Li – tried their hand at calligraphy on the pages of a guest book. And, fingers crossed they did a good job of it – they did – because their penmanship would instantly be projected onto an expression screen, collated together to form one collective piece of modern art. This sort of artsy flair could be seen on the displays for the Bohème collection as well, where guests marvelled at the watch novelties hanging inside levitating crystal balls. The event also featured a live performance from a fellow Montblanc craftswoman, who was given the day off from the watch manufacture to flex her mastery of highly technical watchmaking skills. The highight of the launch, however, was the dance performance held towards the end of the night, combining both picturial art and dance expression to put the exclamation mark on a rhapsodical bohemian night. 

 

www.montblanc.com

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