Montblanc x StudioXAG: Happy Holidays ’23

This year, we took Montblanc’s Happy Holidays campaign to new heights, elevating the seasonal creative across flagship stores across the world, including London, Paris and Hamburg.

The concept centred around the iconic Mont Blanc mountain and told the story of their ski mascot, adventuring through a snowy universe.

To evoke a sense of playfulness and an emotional connection during the festive period, Montblanc products, including writing instruments and leather goods, become a part of the story as props for the mascot’s journey.

Each flagship store told a different part of the story, from climbing mountains to reaching a starlit campsite.

Our production team brought our creative to life in the London New Bond Street store, with a show-stopper of a façade treatment – a neon mountain rising above the storefront and drawing in the passersby.