Jewelry & Watches

Montblanc Lands in Shanghai for a New Chapter of “The Library Spirit” Campaign

In its journey of exploring the inspirational power of libraries, Montblanc unveils a new chapter in which star its global ambassador Jing Boran and the city of Shanghai. In the brand’s universe rooted in writing culture, exploring this place through its libraries opens a window into its true identity and history – telling a unique story through Montblanc’s perspective.

In this latest chapter of “The Library Spirit” campaign, Shanghai’s dynamic identity comes to life. The city’s contrasts and vitality, its unique symbiosis of different eras, its people and style expressions reflect a distinguished blend between tradition and modernity, while highlighting it as a global hub for business and entrepreneurship.

“From its iconic skyline to its beautiful traditional gardens, Shanghai is defined by this extraordinary blend of classic heritage and bold contemporary dynamism that gives the city its incredible energy. It is also a place where people gather to exchange ideas and innovate. That’s the essence of Shanghai we have captured in this campaign – stacks of rows of fascinating books inviting discovery, with the skyscrapers in the background symbolizing the promise of a city where words turn ideas into reality,” says Marco Tomasetta, Montblanc Artistic Director.

Starring actor and Montblanc global brand ambassador Jing Boran, this chapter is captured at a local bookstore with an impressive selection of literature set in a more traditional décor. Sitting on a desk, he writes down his own thoughts on paper as Montblanc pieces – such as the Montblanc Extreme 3.0 Backpack with M LOCK 4810 buckle in forged iron, the Montblanc Extreme 3.0 142 Bag and 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 – enhance his modern take on classic style through the brand’s DNA.

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