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Jan 14, 2023
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Moynat kicks off world tour in Paris

Translated by
Jan 14, 2023

Moynat is kicking off its ambitious journey, entitled 'Moynat World Tour', with which the luxury brand, whose history dates back to 1849 when it was founded, will present its first travelling pop-up concept throughout this year. The first stop: Le Bon Marché Rive Gauche in Paris, where the brand will present its latest pieces in a dedicated space until February 18. Moynat will then take its pop-up shop to Japan, Korea and the United States.

The pop up shop will be heading to Asia and the United States in the coming months - Moynat

Between luxury accessories and sophisticated makeup brands, the ground floor of Le Bon Marché is home to Moynat's ephemeral shop. The 50-square-metre open space, guarded by the imposing installations of Indian-born artist Subodh Gupta, can be found on the same floor as the maison’s permanent boutique inside the luxury department store located on Rue de Sèvres.

Coinciding with the 103rd anniversary of the Toile 1920 M, the house's iconic print designed in the 1920s by artist Henri Rapin, the pop-up offers a journey into the past with a contemporary twist. The classic suitcases of the brand founded by Pauline Moynat are available in various styles and formats, sharing the limelight with exclusive capsule collections: from the 'Oh Ruban!' cabin bags, to small matching bags adorned with blue, burgundy, green or pink bows. 

The space also offers its customers a personalisation service - Moynat

Moynat has also introduced more urban and sporty pieces to its offering, such as accessories for carrying yoga mats and sophisticated water bottles. The travelling shop’s special feature? An exclusive personalisation service that will allow artists to hand-paint the initials of clients who have purchased a product. The typographies available include a classic and traditional style, as well as a 'college; and a 'street art''-inspired font in order to appeal to younger customers.

"We have worked hard to offer a pop-up shop of the highest quality, combining the luxury savoir-faire of the maison with initiatives and styles adapted to modern times", explained the press officer of the luxury leather goods brand, Hélène Voinnet.

"We wanted the space to represent the attention to detail that characterises Moynat's philosophy. A perfectionist care that is reflected not only in the craftsmanship of the pieces, but also in the vintage décor of the ephemeral space, which pays homage to the aesthetics of old boutiques amidst gold details or a wooden floor creating shapes of the brand's signature 'M' motif,” she added. 

The point of sale features a vintage aesthetic - Moynat

Currently present through a network of 34 flagship stores in 12 countries, the French luxury brand aims to continue expanding abroad.

"Asia is the region of the world where we are expanding the fastest, so it will be the area where we will prioritise our next store openings," she said, stressing that despite the impact of the pandemic, China remains a "tremendously dynamic" market of "key importance" for the maison.

Owned by the LVMH Group since 2010, Moynat has since been overseen by the chairman and CEO of the LVMH fashion group, Sidney Toledano. In addition, Louis Vuitton's former head of leather goods design since 2004, Nicholas Knightly, has been at the helm of the brand’s creative direction since 2020.

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