Montblanc has unveiled its newly renovated store in Castlereagh Street, Sydney, which features the luxury brand’s first ever ink bar in Australia, and a digital corner to house its growing range of tech products.

The new look, designed by French designer Noé Duchaufour-Lawrance, is built around three design themes. Cursive handwriting is the starting point for the overall design and evokes calligraphy and the culture of writing; the emblem, which is inspired by the snowcapped peak of Mont Blanc, is paired with ink shades to represent the life and soul of the brand; and passion for craftsmanship is narrated through the structured architecture and dark wood composition.

Beyond the store’s aesthetic design, elements like the ink bar and digital corner contribute to an immersive retail environment, where customers can test all types of writing instruments, including the brand’s unique range of scented inks, Elixir Parfumeur, which come in orange brown (leather scent), gray (wood and tobacco scent) and green (vetiver scent).

“Venturing into the boutique, clients will enjoy the true expression of luxury in an inviting atmosphere,” Montblanc said in a statement about the new store.

According to the retailer, trained associates will guide customers through the digital corner, where they can test the store’s latest smartwatches and augmented notebook, which converts handwritten notes into digital text and copy.

Montblanc is also offering on-the-spot embossing and engraving in-store, where customers can choose from a curated selection of fonts and colours to personalise their purchases.

“The excitement of setting foot into a physical store, receiving personalised VIP services and leaving immediately with your purchases is a large part of the luxury experience,” said Matthieu Dupont, president, Montblanc Southeast Asia.

“We’re committed to giving our clients the best possible products and services.”