Montblanc x StudioXAG: M_Gram Campaign

The activations were developed to integrate an immersive environment with disruptive product displays and a customer-centred personalisation service, acting as a one-stop-shop to explore the collection and immerse yourself in the world of M_Gram.

To capture the attention of shoppers, both spaces take shape within an extruded, oversized M that can’t be missed. Executed in a luxurious, graphic palette of white satin, gunmetal steel and varying shades of gloss blue hues, accentuated with clean lines of light.

As visitors enter the space, a repeated M motif frames the entrance and creates a unique selfie experience where they are bathed in an infinite spectrum of the M_Gram pattern.

The retail area is housed around the perimeter of the M, where cobalt blue niches house the luxury brand’s premium canvas collection. Pathways from each stem of the M allow access to the Lifestyle area, where visitors can browse a range of limited edition product including records, technology and accessories.

Presented parallel to the Lifestyle area, the Personalisation zone offers the chance to take away an unforgettable memory from the experience, a bespoke hand embossed item from the monogram collection.

The accompanying window campaign envelopes the boutiques in the M_Gram pattern, executed in a striking cobalt blue. Product from the collection is emphasised within an extruded M. The design centres around an existing modular system that we introduced for the brand’s 1858 Geosphere scheme, allowing for a sustainable display with the same impact.

An animation was designed using the M_Gram pattern to glitch the brand’s iconic Snowcap emblem. To create a striking statement on the street, key boutiques receive a bold takeover where the M_Gram pattern floods the store facade such as the KaDeWe store in Berlin and even an entire skyline in China!