As Montblanc’s most iconic writing instrument, the Meisterstück, turns 100 years old, StudioXAG’s design team set about conceptualising the best way to bring the celebratory campaign to life in retail stores, including flagships in Paris, Shanghai and Dubai.

The term “Meisterstück” (German for “Masterpiece”) distinguishes products which testify the skills of a master. They represent the peak of craftsmanship. To honour this representation, Montblanc brought on board Wes Anderson to direct a short video campaign, putting a unique spin on the world of Montblanc through his inimitable storytelling and unmistakable visual identity and humour.

Briefed with initial previews of the film set, our design team created unique miniature worlds for the campaign to live within the windows of Montblanc stores.

Inspired by Wes Anderson’s filming style where the camera travels non-stop from one room to the next, the trio of creatives are snippets of a continuous stretch of set design housed within layers of scenic flats with mountain graphics.

We utilised a sectional view of the rooms to reveal flooring and walls that speaks to the nature of set builds.

Carefully curating each detail of the design, we crafted a set, reminiscent of a chalet high in the mountains, representing the Montblanc Observatory High-Mountain Library and Reading room.

Each window tells a different part of the story and hosts Montblanc products in subtle yet eye-catching ways.

With a grand launch at the Paramount Estate in Silver Lake, Montblanc transported 250 guests from sunny LA to a snowy world of mountainous chalets where Wes Anderson’s film soundtracks filled the air.

The campaign was then rolled out across the world, including a pop-up down Rodeo Drive in LA with a cinema screening and full-size desk straight out of the short film by Anderson.