RED End AIDS: Montblanc turns Paris (RED) for the launch of its latest (MONTBLANC M)RED collection supporting the fight against HIV/AIDS
Words by Joseph Benjamin
Global Montblanc Ambassador Charlotte Casiraghi, actors Pierre Niney, Adrien Brody and Billy Porter join Montblanc for a special celebration introducing new (MONTBLANC M)RED writing instruments and luggage
Paris, 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 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.
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