Paris, 8th October 2019 – 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 at a global launch event in Paris. For the occasion, Montblanc converted the façade of its Champs-Elysées boutique in red and introduced an original art installation by Belgian artists Denis Meyers and Arnaud Kool, a fresh interpretation of the ‘the art of writing’ featuring powerful messages inspired by the (MONTBLANC)RED partnership. With the launch of the expanded (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.
Guests including 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, came to show their support, using their collective voices to raise awareness of HIV/AIDS and inviting others to turn words into action in order to lift the stigma of HIV, save lives and end a global epidemic.
Through its partnership with (RED) which launched in 2018 with (MONTBLANC M)RED line specially designed by Marc Newson, Montblanc gives customers an opportunity to make a tangible impact with every purchase of a (MONTBLANC M)RED product. For every (MONTBLANC M)RED writing instrument, luggage or accessory purchased, 5 Euros goes to the Global Fund to support HIV/AIDS programmes, which is enough to provide over 25 days of life-saving HIV medication.
Following the boutique event, guests gathered for the second part of the celebrations at the iconic Monsieur Bleu which was renamed Monsieur (RED) in honour of the partnership. Just like the boutiques, it was turned red with specially designed (RED)-inspired artwork for one night only. Following dinner and cocktails, guests enjoyed a set by DJ Sunny Jansen and Martin2Smoove, one of the world’s most in-demand DJs.
The launch of the expanded (Montblanc)RED collection took place just one day before sixth Global Fund Replenishment conference in Lyon, France hosted by President Emmanuel Macron, bringing 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 USD $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 the world’s most iconic brands that contribute proceeds from (RED)-branded goods and services to the Global Fund. (RED) Partners include: AirAsia, Alessi, Amazon, Andaz, Apple, Bank of America, Beats by Dr. Dre, Belvedere, Calm, Claro, Durex, eos, Fatboy USA, Girl Skateboards, MCM, Montblanc, Mophie, quip, Salesforce, SAP, Starbucks, Telcel, Vespa, Vilebrequin and Wanderlust.
To date, (RED) 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. 100 percent of that money 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.
Synonymous with excellence in craftsmanship and design, Montblanc has been pushing the boundaries of innovation ever since the Maison first revolutionized the culture of writing in 1906. Ingenuity and imagination continue to be driving forces for the Maison today as it advances its expression of fine craftsmanship across product categories: luxury writing instruments, watches, leather goods, new technologies and accessories. Reflecting upon its ongoing mission to create fine lifetime companions born from bold ideas and expertly crafted through the skills of the Maison’s artisans, the iconic Montblanc Emblem has become the ultimate seal of performance, quality and an expression of sophisticated style. With its origins deeply rooted in the culture of handwriting, Montblanc continues to assert its cultural commitment around the world honoring modern day patrons who support the advancement of the arts, as well as wide-ranging initiatives that promote arts and culture.