Montblanc's Library Spirit campaign travels to London

Montblanc's new campaign episode, Library Spirit, explores the city of London as one of the world's most desirable literary destinations. At the Lumley Library, Montblanc's timeless collection blends perfectly with the energetic and culturally rich spirit of the place, finding a firm meeting point between the historicity of the library and the fascination that the academic environment inspires in the younger generation. The accessories in the new Montblanc collection pick up on the delicate and understated silhouettes of the Lumley's architecture, elevating its contemporary character through refined stylistic details.

Taking inspiration from Montblanc's archives, the Library Spirit leather goods fully capture the stylistic codes that form the brand's DNA, from the discreet and elegant colour palette to the strong sense of functionality that characterises each of the new designs. Among Montblanc's offerings, the Meisterstück Selection Soft mini bag, designed in soft leather and conceived for those who run around the city and need to carry only the essentials, as well as the Meisterstück fountain pen, and a new watch, both in limited editions to celebrate the release of the campaign. For Montblanc's Chief Marketing Officer, Vincent Montalescot, the Library Spirit collection was created with the aim of bringing the younger generation closer to the world of Montblanc through one of London's most visited historical places for young people, libraries. «We try to define territories that are closest to who we are,» he explained. «There's a natural territory, which is the mountains, and there's another very natural territory linked to writing, which encompasses the entire book environment. Libraries are places where there is the most history, energy, soul of a place, a city, and a country expressed in both modernity and heritage.» In support of the exploration of a more physical sensory experience, in shopping as well as in everyday life, Montalescot reiterated Montblanc's commitment to continue to provide luxury experiences in each of the brand's boutiques, as well as the reintroduction of postcards in its shops, to further support the importance of emotional connections beyond the digital. «I think with Montblanc we have a role to play because we're not a brand that sells millions and millions of items,» added Montalescot. «We don't focus on volume; what we represent is tranquility. I believe that Marco [Tomasetta], in his collections, brings products with details. Society is evolving, and we don't precisely know where it's headed. We see strong trends, but I think Montblanc has cards to play in this spirit.»