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The Year of the Dragon

StudioXAG

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The Year of the Dragon - Montblanc - StudioXAG - Justin Szeremeta
The Year of the Dragon - Montblanc - StudioXAG - Justin Szeremeta
The Year of the Dragon - Montblanc - StudioXAG - Justin Szeremeta
The Year of the Dragon - Montblanc - StudioXAG - Justin Szeremeta

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Comments
Innovation
Functionality
Creativity
Eco-Social Impact
Total
GRAND JURY VOTES
Shortlisted - Window Display of the Year
6.05
6.39
6.32
5.56
6.08
Natalie Badenduck
Natalie Badenduck Associate Professor at Mount Royal University
4
6
4
6
5
Melvyn Law
Melvyn Law Director / Principal Designer at Limelight atelier
5
6
6
5
5.5
Manuela Mannino
Manuela Mannino Architect at THDP
4
5
5
4
4.5
Nina Sickenga
Nina Sickenga Founder at MOSS
3
4
3
3
3.25
Wen Hao
Wen Hao Founder and Chief Curator at Design Spring– Contemporary China Furniture Design Fair
4
4
4
5
4.25
Ken Hu
Ken Hu President/Principal Partner at CHENG CHUNG DESIGN (HK) LTD. CCD
4
5
4
5
4.5
Ester Bruzkus
Ester Bruzkus Founder at Ester Bruzkus Architekten
5
6
7
5
5.75
Justin Donnelly
Justin Donnelly Creative Director at Jumbo
4
6
5
4
4.75
Golnar Roshan
Golnar Roshan Creative Partner at Rive Roshan
4
6
4
4
4.5
Hamish Guthrie
Hamish Guthrie Founder and Director at Hecker Guthrie
5
6
5
5
5.25
Anna Gavrichkova
Anna Gavrichkova Founder at LEFT design
5
6
6
4
5.25
Designer
Client
Montblanc
Floor area
91 ㎡
Completion
2023
Social Media
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StudioXAG created a mythical scene of good fortune for Montblanc to celebrate the Year of the Dragon. With a fresh layer of bold and dynamic creative, they developed a modular concept that celebrates the Lunar New Year in stores.

The design of the dragon - the 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, StudioXAG drew inspiration from luxury shapes and motifs within the Montblanc collection, crafting the dragon’s scales and tail fin to reflect their iconic pen nib - a technical and creative mountain to climb.

Coiled around mountains and snaked throughout stores, this auspicious dragon takes you on a journey, enticing you inside.

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.