For Montblanc’s Happy Holidays, the Brand Experience Team and StudioXag brought to life the whimsical charm of a winter cabin, creating a joyful, festive atmosphere. Intricately handcrafted paper animals move playfully around the products, adding life and character to the scene. With the window swung open, snowflakes drift inside, creating a magical moment where the outside world meets the warmth of the cabin. True to Montblanc’s dedication to thoughtful design, several interior elements, including desks and tables, were thoughtfully repurposed from previous campaigns, adding layers of continuity to the experience.
We were honored to bring this festive concept to life in the Montblanc Flagship stores in Paris and Hamburg. Inspired by StudioXag’s original design, we scaled up the Happy Holidays theme to create immersive, larger-than-life installations. Just a short walk from the Arc de Triomphe, the Montblanc Paris Flagship offers a stunning display of illustrated products set against a cozy, winter cabin backdrop. A playful paper fox wraps around the products, adding to the scene’s charm and inviting customers to step into a world of holiday magic.
Concept: Montblanc Brand Experience Team
Design: StudioXag
Prototype development and global production: Edinas paper
