Case study · No. 18

The Webster × Montblanc

ClientThe Webster × Montblanc

LocationNew York

Timing2019–2022

CategoryBrand Collaboration

RoleManager, Brand Marketing, The Webster

Montblanc x The Webster launch installation with red pedestals and tropical florals — Fig. 01 · The launch installation

01 — Overview

Writing instruments, rewritten in Webster pink

The Webster and Montblanc created a limited-edition collection of writing essentials, including a pen, ink bottle and fine stationery. The collaboration brought The Webster’s signature pink and flamingo motif to Montblanc’s established design language.

The limited-edition Montblanc × The Webster pen — Fig. 02 · The pen

The collection: pen, ink bottle and stationery — Fig. 03 · Pen, ink, stationery

02 — Editorial + installation

The collection, put at the center

Original editorial content introduced the collection, while an in-store installation placed the writing instruments and stationery at the center of the retail experience.

Montblanc x The Webster neon sign among florals — Fig. 02 · The collaboration mark, in neon

Tropical floral wall detail — Fig. 03 · Floral environment

Montblanc emblem booth at the launch — Fig. 04 · Engraving station

Store shelves dressed with florals and collaboration pieces — Fig. 05 · In the store

03 — The event

Fashion, art and personalization

The campaign included an event bringing together fashion, art and personalization. DJ Mona Matsuoka provided the music, while illustrator Jenny M. Walton used Montblanc pens and ink to create custom drawings and notebooks for guests.

Mona Matsuoka DJing at the Montblanc × The Webster launch — Fig. 06 · Mona Matsuoka

The launch installation with red pedestals and florals — Fig. 07 · The installation

04 — Press

Picked up in the luxury press

Placements referenced across Gotham Magazine, Modern Luxury Manhattan, V Magazine, Luxury Daily and Essence.com.verify before publish

05 — Ali’s roleManager, Brand Marketing, The Webster

A complete campaign around a small collection

Brand CollaborationCampaign StrategyEditorialRetail InstallationGuest StrategyTalentPress

Ali worked across the partnership, editorial, retail presentation, guest strategy, talent and press to build a complete campaign around the limited-edition collection.

Music: Mona Matsuoka · Illustration: Jenny M. Walton

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