May 11, 2023
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New Montblanc campaign has London focus

May 11, 2023

Richemont’s Montblanc brand has launched a new campaign starring actor James Norton, model-turned-singer-songwriter Karen Elson, and model Arthur Gosse that spotlights London. It’s the second chapter of a strand that "explores how The Library Spirit transforms through different cities”.


The imagery features a selection of Montblanc products “that reflect the blend of classic and alternative style that the city emulates”.

They include the Meisterstück Around The World in 80 Days Doué Classique Fountain Pen; the Soft Mini Bag inspired by the art of writing with its external writing instrument holder; the Montblanc 1858 Iced Sea watch; the Soft Backpack; and the 24/7 Bag.

It said of the venue chosen for the shoot that these are “places of enlightenment and discovery, libraries around the world generate new ideas and spark imagination, as visitors journey through rows of books and experience the inspiring power of words inked on paper. Capturing years of storytelling on their shelves, libraries can also act as a window to the soul of a country, a culture, a city.”

Beyond that, the campaign “explores the city and its classic British timelessness, punctuated by the subversive energy that animates it”.

The images were shot by photographer Mariano Vivanco in the almost-two-centuries-old London Library that’s one of the world’s leading literary institutions. 

It holds a collection of around one million titles and its founding subscribers included Charles Dickens and Charles Darwin.

Montblanc artistic director Marco Tomasetta said: “The London Library setting is not only a place for the traditional studying of the classics, but also a place influenced by the bustling, multicultural city around it, becoming a place for scratching beneath the surface and finding a new wave of inspiration in something that is unexpected, that goes against the current. In this second episode of The Library Spirit, the London spirit encourages us to embrace timeless classics but make them our own, repurposing them to suit our own style and subverting the expected.”

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