For the festive season, design studio Jean-Marc Gady has imagined and installed a robot in the windows of Montblanc boutiques to calligraph wishes from around the world, using the brand’s iconic pen. Each “wish list” is accumulated to create magical illustrations based on the imagery of the festive season. A hypnotic installation revolving around the art of writing, sure to arouse the curiosity of passers-by.
The Jean-Marc Gady Studio has been signing Montblanc’s annual window display program since 2016. With each new collection, the Studio writes and develops a window display language that brings emotion, poetry and transports those who look at them.
For the 2018 holiday season, and 108 years after the first Montblanc fountain pen went on sale, the Jean-Marc Gady studio is reinterpreting this flagship object and brand identity by entrusting it to a robot.
What is on your Wish List?
In the center of the showcase, imagine a robot just a few centimeters in diameter, with the famous white star pen at its heart. Hypnotically, he’s writing over 170 greetings in 8 different languages on his own! And this writing robot does much more than just write… As it calligraphies these wish lists from all over the world, it also draws gigantic illustrations, each as magical as the next: snowflakes, gifts, stars, lanterns… but also iconic brand products.
Inaugurated in Barcelona in mid-November 2018, this staging is sure to arouse the curiosity of passers-by the world over.
“This year, we chose to present the Montblanc pen in its pure function: writing. By making it work, and transmitting through this installation the desire and “Art of writing”, we have extended the field of possibilities. In its own way, this writing robot embodies all the values of Montblanc: the highest quality writing for 100 years, between heritage and modernity. “explains Emilie André, head of the Jean-Marc Gady studio and Creative Director.
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