Moyna reinvents luxury at 34 avenue Montaigne

What if rue Montaigne were to be home to much more than just a boutique? With 34M, Moynat makes a bold return to the heart of Paris’ golden triangle.

34M: a confidential setting with a heritage flavour

At 34 avenue Montaigne, Maison Moynat has opened a boutique unlike any other. Named 34M, this new space revisits its trunk-making past while injecting a dose of modernity into its signature. A successful gamble, supported by an exclusive capsule of tote bags, designed exclusively for this location.

Each model – fashioned in the brand’s emblematic canvas – features graphic, contrasting contours, between assertive elegance and contemporary audacity. A discreet yet powerful way to make a lasting impression, without ever betraying the brand’s DNA.

A work of art at the heart of the customer experience

More than a boutique, 34M becomes a place for artistic expression. Moynat invited London artist Michael Samuels to create a unique installation for the opening. The result? A fluid, graphic sculpture, a subtle tribute to travel – the art of living that Moynat has been cultivating for over a century.

This work transforms the site into a silent gallery, a dialogue between craftsmanship, design and movement. A new angle for a heritage home that, here, dares to make a gentle break.

Moynat’s version of discreet luxury

With this new outlet, Moynat strengthens its Parisian presence, between its flagship at 348 rue Saint-Honoré, and its addresses at Le Bon Marché and Galeries Lafayette. But 34M stands out from the crowd: it’s not just another boutique, it’s a declaration of intent.

In a capital saturated with luxury experiences, Moynat opts for the rare, the pure and the emotional. And if the initial feedback is anything to go by, the gamble seems to have paid off.

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