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By Zahra Al-Kateb | August 26 2014
Blancpain is proud to announce the opening of its boutique in the heart of Manhattan. Located on the east side of 5th avenue, half a block north of St. Patrick’s cathedral, this new boutique takes its place among an array of prestigious names and historical buildings. With a 160 square metre surface area dedicated to clients, this is Blancpain’s largest boutique on American soil and 29th own-name boutique, designed to strengthen the brand’ international presence and confirm its worldwide expansion.
While each boutique has its own personality, Blancpain disseminates the spirit of its Manufacture in Le Brassus in each and every one of them. The interior décor is infused with the brand’s heritage. The cherry wood used for the furniture and the display window design draw their inspiration from the architecture of the workshops and master-watchmaker’s workbenches. This peaceful environment is eminently conducive to discovering watchmaking know-how.
For the first time in one of its boutiques, Blancpain uses a 360 degree screening system for total immersion in the brand universe. Photos and videos are displayed on the upper part of the walls, thus creating an atmosphere where virtual and real collide. The images change according to brand news and are a reminder of its various commitments in several areas such as the oceans, the art of living and motorsports.
The boutique offers visitors an opportunity to admire Blancpain timepieces and all the collections – from Villeret to Fifty Fathoms, along with models developed exclusively for the boutiques – are on display here, in a setting which invites visitors to take their time in the heart of the city that never sleeps.