The evolving window is a smart approach to tell a series of stories with one window, whilst keeping costs and environmental impact down. Brands can design and fabricate a season’s worth of content at once, keeping delivery and fabrication costs lower, offering repeated newness at no extra cost.
As part of a long term strategy with Montblanc, we’ve enabled their windows to intelligently evolve over the course of a year. To make this happen, we devised a dynamic, modular system centred around a self-standing illuminated Montblanc emblem.
The concept focuses on one key product housed within the emblem itself, with the opportunity to showcase several additional product rotations externally throughout a season.
The idea for an evolving window for Montblanc came with our very first collaboration, stemming from a shared desire to be more sustainable and to create more with less.
Each window for the 1858 campaign uses this modular system, and helped us to launch their 1858 Geosphere watch with the brand’s well-known emblem displayed behind – ready to be transformed for the next campaign.
To boldly announce the global launch of the M_Gram 4810 collection, we designed a series of striking activations and windows that embody the Montblanc attitude. A large M motif was used throughout, whilst stores were enveloped in striking cobalt blue.
The Happy Holidays 2020 campaign was designed to feel warmly festive and celebrate wishful gifting, with festive ruby red and gold ribbons effortlessly weaving in and out of the modular drum. Select boutiques received a bespoke treatment – a mixture of 2D and 3D ribbons cascaded across the facades of the stores, with backlighting to give an extra level of impact.
For Montblanc’s Inspire Writing campaign, focus turned to the Maison’s dedication to innovation and craftsmanship. The windows utilise the simple beauty of a pen stroke, to communicate the essence of the products and overall campaign, with a repeated pen nib motif and stains of blue ink used to grab attention of onlookers.
The modular drum was used to display key products, blending seamlessly into the rest of the campaign identity.
To celebrate 2021’s Holiday season, we developed a series of sculptural window that appeared to show an impossible balancing act, with products displayed on sloped forms on a backdrop of the brand’s synonymous snowcap emblem.
In an era of demand for constant newness, innovative strategies like evolving windows are a key way of delivering a fresh look that is more sustainable and just as eye-catching – a classic case for doing more with less.
