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.