Montblanc spotlights London in the second chapter of a campaign that explores how The Library Spirit transforms through different cities.

In its Library Spirit campaign, Montblanc draws inspiration from amazing literary places, bringing us into its own realm of words as a brand entrenched in the culture of writing. Montblanc investigates the city and its traditional British timelessness, highlighted by the rebellious energy that animates it in the second chapter of the campaign, The Library Spirit – Episode: London.

Shot by world-renowned photographer Mariano Vivanco, the campaign is set at The London Library, recognized as one of the world’s leading literary institutions. Established in 1841 in St James’ Square, the Library holds a collection of around one million titles and is well known for its founding subscribers such as Charles Dickens and Charles Darwin and notable members from the world of literary and visual arts, including Virginia Woolf and Stanley Kubrick.

Actor James Norton, model, musician, and author Karen Elson, and model Arthur Gosse all appear in the ad. The visual tale juxtaposes the traditional elegance of a modern-day dandy with the characteristics that result from embracing London’s alternative side, creating an improbable union of grace and unconventionality.

“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,” says Marco Tomasetta, Montblanc Artistic Director.

The Library Spirit – Episode: London features a selection of Montblanc products that reflect the blend of classic and alternative style that the city emulates. Evoking its long history and role in nurturing the great classics in literature, art and architecture, London’s libraries are filled with stories to be discovered. The Meisterstück Around The World in 80 Days Doué Classique Fountain Pen celebrating a classic literary adventure, the Soft Mini Bag inspired by the art of writing with its external writing instrument holder, the Montblanc 1858 Iced Sea watch with its timeless design codes and elegant grey dial – each piece is fit for those who appreciate the classics and are looking for timeless design.

Despite an appreciation for heritage, the London spirit goes beyond the expected and infuses an edge of modernity to the overall look. The Soft Backpack and the 24/7 Bag built for today’s on-the-go explorers – every piece adds a contemporary twist to the analogue experience, allowing the wearer to bring the Library’s curious spirit with them on their journey through London and beyond.

Montblanc is available at Rustans Makati, Rustans Shangri-La, Rustan’s Cebu, Greenbelt 5, City of Dreams, Resorts World and Solaire Resort Entertainment City. 

Style MNL staff

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This is the official staff tab of Style MNL. Follow us on our social media accounts and fan page to learn more about the latest stories from our site.