With its origins deeply rooted in the world of writing and literature, Montblanc has always embraced the universe of words. This love affair with language finds its most enchanting expression in libraries. Libraries, with their rows upon rows of books, beckon us to embark on a journey through the boundless realm of words, an opportunity to be inspired by the magic of inked pages that give birth to new ideas and ignite our imaginations. Furthermore, libraries offer a unique window into the identity and history of a culture or city, preserving years of storytelling on their hallowed shelves. Montblanc has undertaken a global campaign known as “The Library Spirit” to celebrate the timeless allure of libraries and the inspiration they bestow. The latest campaign invites us to explore the energy and diversity of the “city that never sleeps” – New York, a metropolis that continues to captivate passionate and talented creatives from around the world.
New York’s unique blend of architectural marvels, world-class museums, and a vibrant art scene provides the perfect crucible for ideas to collide and thrive. The city embodies innovation and vibrancy, and its pioneering spirit is embodied in the countless individuals who drive it forward. This spirit, pulsating through the veins of the city, is precisely what Montblanc seeks to capture in “The Library Spirit.”
Renowned photographer Mariano Vivanco lent his creative eye to this latest chapter of the campaign, setting the stage at the iconic New York Public Library in Midtown Manhattan. This Beaux-Arts masterpiece houses an exceptional collection of books and maps, and it’s also home to the famous Rose Main Reading Room. The library, with its towering shelves and historic ambiance, provides the perfect backdrop for Montblanc’s exploration of the marriage between tradition and modernity.
However, the campaign doesn’t stop there. It also ventures into a modern West Village loft, offering a stark contrast to the grandeur of the library. Here, the desk becomes an intimate and personal space, where books are read, ideas are developed, and inspiration is translated into words on paper.
The campaign features a trio of talented individuals: American model Garrett Neff, model, actress, and bibliophile Liya Kebede, and model James Turlington. The visuals juxtapose the traditional elegance and academic flair of the protagonists as they find inspiration within the hallowed halls of New York’s Public Library with the more contemporary setting of the urban loft, where they breathe life into their creative ideas.
Throughout their journey of discovery and creation, Montblanc pieces accompany them, seamlessly blending the spirit and style of New York with Montblanc’s own DNA. These pieces are designed to complement the fast-paced lives of those who are making their mark in the world, achieving success on their own terms.
Among the hero products featured in the campaign are the Montblanc Extreme 3.0 Backpack with M LOCK 4810 buckle in forged iron, the Montblanc Extreme 3.0 142 Bag in black, the Montblanc Extreme 3.0 Compact Envelope Bag in fern blue, the Montblanc StarWalker SpaceBlue Metal Fineliner writing instrument, the Montblanc 1858 Iced Sea Grey Dial watch, and the new Montblanc MTB 03 In-Ear Headphones.
In the words of Marco Tomasetta, Montblanc Artistic Director, “Stepping into the streets of New York is like diving into a sea of boundless energy and unbridled creativity.” This campaign is a testament to the shared ethos of Montblanc and New York – a pioneering mindset that propels innovation and fearless thinking. It’s a celebration of two entities that constantly set new standards and shape culture through audacity and courage.
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