Challenge

Launching a new cross-category line, Montblanc put a refreshing spin on the logo-mania trend by presenting a graphic monogram motif designed to fuse heritage with modernity. The brand approached us to create a global and flexible pop-up concept to generate traffic and excitement around this new launch.

Their two key challenges:

• Emphasise Montblanc as the ultimate luxury business lifestyle brand
• Create a brand experience that appeals to a younger, fashion-focused consumer

Insight

How can you shape brand perception and attract a young, dynamic audience? We developed a three-pillar strategy to address this challenge:

• Firstly, create an immersive and highly engaging experience that awakens the senses and embodies the M_Gram identity.
• Secondly, design an unmissable space filled with moments of surprise and desirability.
• Finally, place the customer at the centre of the experience, using personalisation to unlock an unforgettable connection with the customer, leaving them feeling that they must bring a memento home with them.

Solution

To boldly announce the collection’s launch globally, we designed a striking activation and series of window displays embodying the Montblanc attitude whilst appealing to Gen Z sensibility.

We designed bespoke pop-ups at a global level, produced for stores such as the Plaza 66 shopping mall in Shanghai, developed to integrate an immersive environment, 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.

Our graphics team designed a bespoke alphabet and animations inspired by the M Gram pattern, which was featured around the space and used to personalise products.

The space took shape within an extruded, oversized M that couldn’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.

The retail area is housed around the perimeter of the M, featuring the luxury brand’s monogram collection, while pathways lead to the Lifestyle area with limited-edition products like records, technology, and accessories. The Personalisation Zone allows visitors to create a memorable, bespoke hand-embossed item from the monogram collection.

The accompanying window campaign envelopes the boutiques in the M_Gram pattern. The design centres around an evolving modular system, allowing for a sustainable display with the same impact.

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.