The final leg of Montblanc’s global campaign — the Library Spirit — finds its way to the vibrant city of Shanghai, where guests are invited to the historical Sunke Villa to immerse themselves in Montblanc’s universe. Men’s Folio had an exclusive interview with Nicolas Baretzki — CEO of Montblanc — in Shanghai to understand more about the Library Spirit and how it connects to the various divisions of Montblanc.
The Library Spirit campaign captures the uniqueness of individual cities. How does this global campaign align with Montblanc’s identity and values?
Indeed, the global theme is the Library Spirit, and the word spirit is important because the idea is about bringing the notion and culture of writing. At Montblanc, we say that everyone can leave a mark, and at some point, it starts. A project begins with writing something. But it goes far beyond that. A library is a place to think, dream, read, write and elaborate, and a moment to reflect.
This global approach allows for a shared understanding of what culture is, why writing is so important today, and why it connects, in fact, everyone. It’s also very local. For instance, if you think about calligraphy, the approach towards it is very different if you are in Japan, China, Singapore, the Middle East or Europe. How do we adapt and be relevant in the various territories, then?
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