So What’s the “New” Part?

I’ve read this a couple of times and not sure what’s really “new”.

Montblanc unveils a new boutique concept in Scottsdale

The recently re-designed Montblanc boutique reopened on June 8, with 617-square-feet in the Scottsdale Fashion Square, featuring the Maison’s writing instruments, timepieces, leather goods, men’s accessories and jewelry.

According to a press release, the Maison Montblanc not only boasts a modern store enhancing customers’ shopping experiences, but showcases exclusive services such as the creation of bespoke fountain pens and a private space for one-to-one customer service.

French interior designer, Noe Duchaufour-Lawrance designed the new store inspired by the Maison’s pioneering spirit since 1906, the release said, adding that the new concept features three main design themes linked to the roots of the Maison such as cursive handwriting associated with the Montblanc fountain pen for the overall design; the curve gesture shaping the retail space evokes calligraphy and the culture of writing….

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