SCHOLARLY AESTHETICS

Montblanc’s pop-up at AlUla’s Ashar Valley presents the chapter one of “The Library Spirit” campaign

Montblanc has opened a pop-up boutique in Al Ula’s posh Al Ashar Valley precinct to present the first chapter of its global “The Library Spirit” campaign.

The concept showcases the brand’s redesigned Sartorial Collection of stylish leather goods, as well as several Limited Edition watches and writing instruments. The latter includes the Montblanc Ferrari Stilema SP3 Limited Edition 599.

Created by Montblanc’s Artistic Director, Marco Tomasetta, The Library Spirit was unveiled in January, at La Réserve Hotel, during the men’s fashion week in Paris. The first chapter of the campaign, featuring British actor Callum Turner, is set in Milan. The Second chapter takes us to the London Library, established in 1841, in St James’ Square. Starring actor James Norton, model, singer and author Karen Elson, and model Arthur Gosse, the London chapter highlights the new Meisterstück Around The World in 80 Days Doué Classique Fountain Pen, the Soft Mini Bag with its external writing instrument holder, the Soft Backpack, the 24/7 Bag and the 1858 Iced Sea watch with a grey dial. The centrepiece of the first chapter, which is being presented at the pop-up in Al Ashar Valley, is Montblanc’s new Sartorial Collection. Fittingly, the collection uses design codes inspired by the “beauty and experience of handwriting.”

The Sartorial Collection features bags and smaller accessories in softer leather with a deep two-tone effect and new colours. The collection also debuted a new modular system that allows small pieces to be attached to larger bags – creating new functionalities and numerous customization possibilities.

The star of the writing instruments on display is the Montblanc Ferrari Stilema SP3 Limited Edition 599, the result of a design collaboration between the two brands.

Jade Hantouche, Managing Director, Montblanc KSA, said: “Our latest campaign explores the inspiration we can gain from the library as a source of discovery, and there is no better place to explore this than in the Kingdom’s cultural capital, AlUla. We look forward to welcoming our Saudi customers to experience the inspirational power of the library with us, and preview our latest Sartorial Collection.”

Montblanc’s Library Spirit pop-up is open every day from 4:00pm to 10:00pm.