On the fourth day of Paris Fashion Week in January, Montblanc brought back an old staple of theirs: a morning breakfast service at La Galerie Bourbon to announce its future plans. Advertised in secrecy and by invitation only, it was a meeting for fashion week attendees, who were already in town for the shows, to witness a turning point for the Hamburg-based brand, one where its most vital commercial success (the Meisterstück pen) serves as a backdrop to new euphemisms.
The White Star emblem of Montblanc is a design hallmark that instantly recalls the German luxury goods manufacturer, even when its most emblematic recurrence amongst the public’s imagination remains as its writing instruments still. And while its latest efforts include an unmistakable revamp on its leather goods line — all thanks to creative director Marco Tomasetta’s touch — the Meisterstück sits comfortably in the brand’s modern ethos and new footing, even when the pen is absent.
Celebrities at the breakfast service, photographed by Virgile Guinard
Amongst its new revelation is a new theme for 2024 — a year dearly important to the brand as it marks the 100th anniversary of the Meisterstück. For Montblanc, lit was about the Library Spirit in 2023. This time, however, it is all about The Desk. It marks a continuation of its nuanced expressions, where products can possess inspirational power that transgresses the lines between utility and style. And the desk is none other than where the brand goes home, to the inevitable furniture that has always accompanied the voices of generations — from writers, and artists to designers.
“Just like writing a novel or a poem, design is also about capturing an idea or a thought on paper so that it can become something bigger, something tangible for others to experience and enjoy,” says Tomasetta. “Sometimes forgotten, the desk is a sacred and special place for a designer, a writer, a creative, where the concepts swirling in our minds take shape in front of our eyes, guided by our pen. Not only do we want to celebrate the importance of the desk with our latest theme, we want to invite others to take a seat at the desk and express their own creativity.”
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