The Library Spirit With its origins rooted in writing culture, the universe of words has always been the universe of Montblanc, and no place represents this universe more perfectly than a library. A journey through its rows of books is an opportunity to be inspired by the power of words inked on thousands of pages, generating new ideas and sparking imagination. Libraries are also a window into the identity and history of a culture or a city, with years of storytelling preserved on their shelves.
The latest chapter of Montblanc’s global campaign The Library Spirit is an invitation to explore the energy and diversity of the “city that never sleeps” through its unique literary spaces. New York remains a global center for creativity, attracting passionate and talented creatives from around the world. Its distinctive architecture, its museums, and its bustling art scene offer the perfect forum for ideas to collide and thrive. Innovative and vibrant, the pioneering spirit lives in every New Yorker who drives the city forward.
Shot by internationally-renowned photographer Mariano Vivanco, the campaign is set at the iconic New York Public Library in Midtown Manhattan, the landmark Beaux-Arts building that houses an exceptional collection of books and maps and home to the famous Rose Main Reading Room. Meanwhile the campaign’s secondary location, a modern West Village loft, spotlights the desk as an intimate and personal space where books are read, ideas are developed and then captured on paper.
This latest chapter of The Library Spirit campaign features American model Garrett Neff, model, actress and bibliophile Liya Kebede, and model James Turlington. The visual story contrasts the traditional elegance and academic flair of the protagonists finding inspiration inside New York’s Public Library, with the more contemporary setting of the urban loft serving as the place where they put their inspiration to work. On their journey of discovery and creation, they are accompanied by Montblanc pieces that enhance their very New York, modern-day take on a classic style.
“Stepping into the streets of New York is like diving into a sea of boundless energy and unbridled creativity. It’s the place every creative mind wants to experience because it is the birthplace of so many ground-breaking and culture-shaping ideas. This episode of The Library Spirit is particularly compelling because the ethos of Montblanc and New York have so much in common – the pioneering mindset that drives Montblanc innovation also drives New Yorkers to set new standards with audacious and fearless thinking, making it the perfect setting for the Extreme 3.0 collection,” says Marco Tomasetta, Montblanc Artistic Director.
The pieces in the Library Spirit campaign bring together the spirit and style of New York with Montblanc ’s own DNA, accompanying the fast-paced lives of those making their mark in the world and achieving success on their own terms. Hero products featured include the Montblanc Extreme 3.0 Backpack with M LOCK 4810 buckle in forged iron, the Library Spirit 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.
