London in the spotlight for the new Montblanc campaign, The Library Spirit
For this second chapter of a campaign that introduces us to the spirit of libraries through cities, Marco Tomasetta, artistic director of Montblanc, has chosen the London Library. A way of sharing his culture of writing with us.
Montblanc enriches its Soft leather goods collection with new colours and original shapes. For the occasion, she is staging these precious objects in a campaign inspired by London, embodied by actor James Norton, model, singer and author Karen Elson, as well as model Arthur Gosse. Taken by photographer Mariano Vivanco, the photos are set in the London Library, as well known for its founding members - Charles Dickens and Charles Darwin - as for its adherents - Virginia Woolf and Stanley Kubrick - among others. "The London Library is not only a place where one traditionally studies the classics, it is also a place influenced by the lively and multicultural city that surrounds it", explains Marco Tomasetta. “The London spirit encourages us to adopt timeless classics, but adapting them to our own style and overturning received ideas to make them our own”.
Recognizable by its supple leather, the Soft collection adapts the spirit of classic travel to the contemporary world. The range of colours has been expanded - dusty grey, light brick, spicy orange, scottish green and petrol blue - while the finishes evoke the emblematic Meisterstück writing instrument, such as the feather-shaped pull tab or the leather parts superimposed that recall the shape of an envelope. A mini bag even has an external writing instrument holder. "When you do a creative job, you still need to write by hand," defends Marco Tomasetta, when told about the obsolete side of the fountain pen. “For others, it's more of a jewel, which would have the same power as a watch, it's an integral part of the look ”.
For nomads, there is also the 24/7 travel bag, as well as a black suitcase equipped with leather handles, a backpack with zipped pockets, and a daily briefcase. Wallets, card holders, passport holders, phone pouches and pen cases complete the package. "I don't want to change the brand radically, I want to wake it up, readapt it for the new generation", continues Marco Tomasetta, who when he joined the house 2 years ago, simply increased the size of the logo. “My goal is to work through the archives to find the codes and make Montblanc a recognizable house”.
For the occasion, a dinner was given The Lumley Library of the Royal College of Surgeons in London. Here no red carpet but a photocall lined with books, in front of which Suki Waterhouse, Sabina Socol, Callum Turner, Alex Pettyfer, Sam Claflin, or David Gandy followed one another, while calligraphy was projected on the imposing staircase of the building. A reading by Raven Smith and a concert by model and singer Karen Elson punctuated this timeless evening.
