Montblanc Nods to NYC’s Creativity: The Library Spirit Ad

The Fashionisto

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Published November 21, 2023

Taking to New York, Montblanc unveils the latest chapter of its campaign, The Library Spirit.Pin
In New York, Montblanc unveils the latest chapter of its campaign, The Library Spirit. Photo: Mariano Vivanco / Montblanc

Montblanc has unveiled its latest episode of The Library Spirit campaign, reflecting a celebration of New York City’s dynamic and creative spirit. This advertisement nods to the city’s status as a hub of creativity and innovation, drawing parallels with Montblanc’s pioneering spirit.

Montblanc The Library Spirit Campaign

James Turlington captures the essence of city life at night, donning a classic trench coat and a stylish Montblanc backpack.Pin
James Turlington captures the essence of city life at night, donning a classic trench coat and a stylish Montblanc backpack. Photo: Mariano Vivanco / Montblanc

Montblanc’s campaign captures the essence of New York, often hailed as the city that never sleeps, through its focus on two distinct literary spaces. It features the iconic New York Public Library, celebrated for its vast and exceptional collection of books and maps, alongside the intimate setting of a modern West Village loft.

Amidst the cityscape, Ronald Epps and Liya Kebede star in Montblanc's The Library Spirit campaign.Pin
Amidst the cityscape, Ronald Epps and Liya Kebede star in Montblanc’s The Library Spirit campaign. Photo: Mariano Vivanco / Montblanc

Marco Tomasetta, Montblanc’s Creative Director, eloquently describes stepping into the streets of New York as “diving into a sea of boundless energy and unbridled creativity.” He highlights the synergy between Montblanc’s pioneering mindset and the audacious, fearless thinking that drives New Yorkers.

Three models ascend a grand staircase, carrying Montblanc's leather goods for the Montblanc The Library Spirit campaign. Pin
Three models ascend a grand staircase, carrying Montblanc’s leather goods for the Montblanc The Library Spirit campaign. Photo: Mariano Vivanco / Montblanc

Central to this campaign is Montblanc’s versatile Extreme 3.0 collection. Characterized by its striking pattern and bold M LOCK 4810 buckles, the collection perfectly embodies the campaign’s theme. The pieces, crafted with meticulous attention to detail, are designed to enhance everyday life, whether for work, sports, or urban exploration.

Models Ronald Epps, Liya Kebede, and Garrett Neff appear in Montblanc's The Library Spirit campaign.Pin
Models Ronald Epps, Liya Kebede, and Garrett Neff appear in Montblanc’s The Library Spirit campaign. Photo: Mariano Vivanco / Montblanc

The distinctive pattern of the Extreme 3.0 collection draws inspiration from Montblanc’s rich archive and the formation of lines created using a Meisterstück fountain pen. Tomasetta shares his vision of creating continuity between these symbols, evoking the image of a fountain pen leaving its mark on leather.

Liya Kebede and Garrett Neff lounge casually among Montblanc's fine leather goods in a setting of intellectual charm.Pin
Liya Kebede and Garrett Neff lounge casually among Montblanc’s fine leather goods in a setting of intellectual charm. Photo: Mariano Vivanco / Montblanc

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