Montblanc
Art Direction
Project management with creative brief
Proposition of a booth experience in which the Montblanc identity is renewed through the brand's pure DNA, human intelligence and thought. Because the watch is a human invention, just like writing, everything starts from human knowledge. Because without intelligence, we don't move forward. I think that Montblanc, like many others, is venturing into different mindsets, and the brand is losing credibility as a result. It needs to understand that it's no longer necessary to please everyone these days. We are no longer in the age of "appearances". It's time to reveal the true nature of Montblanc, a brand heir to a world where the pen and the man are one.
2018