Baretzki said that this campaign concept is not only consistent with Montblanc’s branding but also enables them to integrate international concepts into local ones. Montblanc’s global campaign, The Library Spirit has been held in Paris, London, and Shanghai, and will be in New York. And in each city, the brand finds a different angle as a way to connect with local people.

"In London, we chose libraries for centuries so we were more in a traditional approach, and in Shanghai, we blended modern and traditional parts of the city, while in New York we will shift to a more urban approach."