Montblanc has transported a literary slice of New York to Dubai Mall, with a pop-up presenting the latest chapter of its global campaign “The Library Spirit: Episodes from Around the World”.
Visitors are invited to explore the dynamic and diverse identity of New York through its literary spaces, within which Montblanc’s latest collection of stylish leather goods, writing instruments, watches and technology pieces are showcased.
The pop-up captures the energetic spirit and style of New York, with a library display of its hero pieces, a desk featuring writing accessories, leather personalisation and calligraphy workshops by master calligrapher Nadia Abdel Rehman.
The pieces in the collection are designed to accompany the fast-paced lives of those making their mark in the world and achieving success on their own terms. These include the Montblanc Extreme 3.0 Backpack and the Montblanc Extreme 3.0 Compact Envelope Bag, as well as the Montblanc StarWalker SpaceBlue Metal Fineliner writing instrument, the Montblanc 1858 Iced Sea Grey Dial timepiece, and the Maison’s new MTB 03 In-Ear Headphones.
With its origins rooted in writing culture, the universe of words has always been the universe of Montblanc, and no place encapsulates this more perfectly than a library. The Library Spirit campaign, created by Montblanc’s Artistic Director, Marco Tomasetta, shines a spotlight on the inspirational influence of the library and its influence on the identity and history of a culture or city. The latest chapter puts New York City at centre stage, exploring the energy and diversity of the ‘city that never sleeps’.
Franck Juhel, President of Montblanc Middle East, India and Africa, said: “We are delighted to introduce Montblanc’s latest global campaign to Dubai, offering a glimpse into the audacious and fearless thinking that defines New York. Both Dubai and New York are cities characterised by a pioneering spirit and ambitious outlook – qualities that are shared equally with Montblanc and our customers.”
