The Montblanc Library Spirit campaign embarks on a journey through various cities, with today’s focus on the heart of London. Here, we uncover the classic elegance intertwined with a subversive energy that defines this iconic city.
London’s Literary Essence
Libraries, revered as sanctuaries of enlightenment and discovery, possess the power to ignite imaginations and foster new ideas. Beyond rows of books, they offer a unique window into the soul of a country, culture, and city.
Montblanc’s Library Spirit campaign draws inspiration from these extraordinary literary destinations, inviting us into its world of words. Rooted in the culture of writing, Montblanc’s exploration of London in the second chapter, “The Library Spirit – Episode: London,” celebrates the city’s timeless charm and unconventional spirit.
The London Library: A Literary Legacy
Renowned photographer Mariano Vivanco captures London’s essence at The London Library, one of the world’s most prestigious literary institutions. Founded in 1841 in St James’ Square, this library boasts a collection of approximately one million titles, graced by legendary figures like Charles Dickens, Charles Darwin, Virginia Woolf, Stanley Kubrick, and more from the realms of literature and visual arts.
A Visual Story of Elegance and Unconventionality
“The Library Spirit – Episode: London” features actor James Norton, multi-talented model, singer, and author Karen Elson, and model Arthur Gosse. This visual narrative juxtaposes the classic elegance of a modern-day dandy with London’s unconventional flair.
Montblanc Artistic Director, Marco Tomasetta, explains, “The London Library is not just a place for traditional study; it’s influenced by the vibrant, multicultural city around it. It encourages us to embrace timeless classics, making them our own, subverting expectations, and finding inspiration in the unexpected.”
Classic Meets Alternative Style
Montblanc’s “The Library Spirit – Episode: London” introduces products embodying the blend of classic and alternative style found in this iconic city. From the Meisterstück Around The World in 80 Days Doué Classique Fountain Pen, celebrating a classic literary adventure, to the Soft Mini Bag inspired by the art of writing, and the Montblanc 1858 Iced Sea watch with its timeless design and elegant grey dial, each piece appeals to those who appreciate classics and seek timeless elegance.
London’s Modern Edge
While London cherishes its heritage, its spirit embraces modernity. Montblanc’s collection includes the Soft Backpack and the 24/7 Bag, designed for today’s on-the-go explorers. Each piece adds a contemporary twist to the analogue experience, allowing wearers to carry the Library’s curious spirit on their journey through London and beyond.
In “The Library Spirit – Episode: London,” Montblanc captures the duality of London’s identity – a city that reveres tradition while constantly pushing boundaries. With an exquisite blend of classic and alternative styles, this campaign unveils the heart and soul of London’s literary elegance, inviting all to embark on a journey through the pages of history and modernity.
