Montblanc, the luxury brand owned by Richemont, has recently launched its latest campaign that celebrates the spirit of London. The campaign features renowned actor James Norton, versatile model-turned-singer-songwriter Karen Elson, and distinguished model Arthur Gosse. This campaign serves as the second chapter of a series that explores the transformation of the concept of The Library Spirit in different cities.
The campaign imagery perfectly showcases a fascinating blend of classic and alternative styles that define the essence of London. It highlights a selection of Montblanc products that reflect this unique characteristic of the city. Some of the featured products include the Meisterstück Around The World in 80 Days Doué Classique Fountain Pen, the Soft Mini Bag inspired by the art of writing, the Montblanc 1858 Iced Sea watch, the Soft Backpack, and the 24/7 Bag.
Moreover, the campaign sheds light on the deep significance of libraries as spaces for enlightenment and discovery. Libraries provide a haven for visitors to immerse themselves in the power of words on paper while surrounded by rows of books. Not only do libraries house a vast collection of stories, but they also offer a glimpse into the soul of a country, culture, and city.
The campaign takes viewers on a captivating journey into the timeless beauty of London, capturing its classic British allure while also showcasing the subversive energy that pulses through its streets. The campaign was astonishingly shot inside the iconic London Library, which has been a literary institution for nearly two centuries. With approximately one million titles, including works by legendary figures such as Charles Dickens and Charles Darwin among its collection, the library represents a cultural treasure within the city.
Montblanc’s artistic director, Marco Tomasetta, emphasizes that the London Library is not merely a space for traditional studying, but a vibrant environment influenced by the multicultural city that surrounds it. The library becomes a space where individuals can scratch beneath the surface and find a new wave of inspiration in the unexpected, all while challenging conventional norms. In this second episode of The Library Spirit, the London spirit encourages individuals to embrace classic pieces while also personalizing and subverting them to suit their own unique style.
The campaign’s breathtaking visuals were captured by the renowned photographer Mariano Vivanco, who skillfully captured the allure and essence of both Montblanc and the city of London. Through this campaign, Montblanc aims to inspire individuals to embrace the timeless beauty of classic pieces while also encouraging them to create their own version, finding inspiration in the unexpected.
Links:
Montblanc Official Website
The London Library Official Website
