Montblanc x StudioXAG: Inspire Writing

The windows create a bold, eye-catching moment for shoppers, across a number of international locations, with an added bespoke facade treatment to select boutiques including Barcelona, The Dubai Mall and Tokyo Ginza, which maximises the ink-stained campaign’s impact in key locations for the brand.

Shoppers immediately have their attention drawn to the iconic silhouette of a Montblanc pen nib, shown in a repeated motif and framed beneath stains of blue ink on the displays. Three-dimensional, suspended strokes of ink are used to frame the store windows and key pieces from the collection.

A pen nib defines the character and feeling of a fountain pen, and is the epitome of functional innovation – an object created with such detail and craftsmanship literally ‘inspires writing’. The windows embody that inspiration, utilising the simple beauty of a pen stroke to communicate the essence of the products and overall campaign.