Under creative director Marco Tomasetta, the offerings from Montblanc have leaned towards narrative and romance. Some of his earliest implements, for example, were applications of fountain pen details. The Meisterstuck is after all, the house’s pride and joy. On leather goods, it’s been zipper pulls shaped like nibs and glossy leathers chosen to reflect the precious barrel lacquer.
The latest effort from the German luxury brand builds up a new, highly aestheticised story about libraries—”places of enlightenment and discovery” as the brand puts it in a recent press release. For Montblanc, the connection is obvious: the eternally powerful, inspiring and imaginative draw of storytelling—an act that often starts with writing.
The campaign, dubbed The Library Spirit, enters its second act in London this month starring actor James Norton; model, singer and author Karen Elson; and model Arthur Gosse. Set in the London Library, it’s inspired both by British timelessness and the city’s undercurrent of subversive energy. “The London spirit encourages us to embrace timeless classics,” explains Tomasetta, but also to “make them our own.”
Classicism is represented in Montblanc’s latest offerings by the Meisterstuck Selection Soft line of leather goods: the Mini Bag with an external pen holder; and the 24/7 Bag and Backpack designed for modern lifestyles. In the spirit of innovation, consider the Montblanc 1858 Iced Sea, the brand’s first and latest dive watch. Its timeless design codes are contrasted with frosty dials— available in grey, green and blue—that use an artisanal technique to create its glacial look. Finally, a pen (naturally) to ground it all: the Meisterstuck Around The World in 80 Days Doue fountain pen, in homage to Jules Vernes’ literary classic.
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