Montblanc x StudioXAG: The Year of the Dragon

Evolving our Montblanc Happy Holidays ’23 scenes with a fresh layer of bold and dynamic creative, we developed a modular concept that celebrates the Year of the Dragon in stores.

The concept was featured in boutiques worldwide, with a particular focus in Shanghai at this culturally important time of year, elevating the 3D design to bring WOW stopping power when competition is high.

The design of the dragon – our hero character within the space – needed to be animated, appearing seamlessly from window to window as it wrapped around the store, its presence representing good fortune and strength. But most crucially, it needed to align with the Montblanc brand.

To do so, we drew inspiration from luxury shapes and motifs within the Montblanc collection, crafting the dragon’s scales and tail fin to reflect their iconic writing instruments – a technical and creative mountain to climb.