Montblanc x StudioXAG: 1858 Campaign

The first campaign under our partnership spotlights the luxury brand’s 1858 Geosphere watch, a high-spec titanium timepiece dedicated to the world’s Seven Summit challenge, the design evoking the ice whites and deep blues of an Alpine glacier.

Each window installation consists of a dynamic, modular system designed in three sizes, 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.

Developed with a sustainable ethos, elements of the display are interchangeable to create brand new atmospheres for subsequent product launches.

A subtle reinvention of the snowcap emblem is rendered as a moiré pattern, simulating the feeling of movement as customers pass the watch on the street. With a sense of intrigue, they are drawn in by the optical illusion to the focal point, a 1858 Geosphere watch illuminated within.

Selected key boutiques including Tokyo Ginza and Dubai Mall received a bespoke treatment flooding the store façade with bold shade of blue and concentric emblem motif, amplifying the message and creating an eye-catching moment reinforcing this iconic symbol.