LUXUO Leaders: Nicolas Baretzki on Montblanc’s Spirit of Library Marketing campaign

Nicolas Baretzki, CEO of Montblanc, shares his views about Montblanc’s international marketing campaign and its relevance in an ever-changing world.

The ultimate leg of Montblanc’s international marketing campaign, the Spirit of Library, finds its solution to the colourful metropolis of Shanghai, the place friends are invited to the historic Sunke Villa to immerse themselves in Montblanc’s universe. This unique interview with Nicolas Baretzki, CEO of Montblanc in Shanghai, clues us in to know extra concerning the “Spirit of Library” and the way it connects to the varied divisions of the Montblanc model and legacy.

The marketing campaign captures the individuality of particular person cities. How does this international marketing campaign align with Montblanc’s id and values?

Certainly, the worldwide theme is the Spirit of Library, and the phrase spirit is vital as a result of the thought is about bringing the notion and tradition of writing. At Montblanc, we are saying that everybody can depart a mark, and in some unspecified time in the future, it begins. A mission begins with writing one thing. However it goes far past that. A library is a spot to assume, dream, learn, write, and elaborate and a second to mirror.

This international method permits for a shared understanding of what tradition is, why writing is so vital right this moment, and why it connects, the truth is, everybody. It’s additionally very native. As an illustration, if you concentrate on calligraphy, the method in the direction of it is vitally totally different in case you are in Japan, China, Singapore, the Center East, or Europe. How will we adapt and be related within the varied territories, then?

At the moment, travelling has resumed, and I really feel it’s extra attention-grabbing to see cities than a rustic as an entire. Folks go to Shanghai, London, New York, Tokyo, Dubai, et cetera; that’s why we are attempting to seize the marketing campaign and spirit in very alternative ways. We had been in a phenomenal library after we launched the marketing campaign in London. Our marketing campaign method in Shanghai may be very totally different from the one in London from earlier than and New York subsequent week. Many different cities will ultimately be built-in into that international marketing campaign and idea.

You talked about tradition and so many various cities. With somebody with such a wealthy background and expertise, how does this marketing campaign mirror your appreciation for cultural range and international views?

Whenever you consider a library, the curious and inventive come to thoughts, and for me, it’s actually about this interplay. Should you’re curious however can’t journey, you’ll be able to study loads by studying books; it permits you to perceive a tradition’s and nation’s spirit. I really feel the easiest way to expertise a rustic’s tradition and spirit is to journey and work together. I’ve been dwelling in other places, together with Singapore, and what higher solution to perceive and expertise a rustic’s tradition?

We’re doing that extra at Montblanc, particularly since we began with the Montblanc Home in Hamburg. The thought is to start out bringing this tradition (of writing) and understanding the aim of writing, not simply within the improbable Montblanc headquarters but in addition to convey it to the totally different territories.

Once we take into consideration a library, we consider phrases written with, in this case, Montblanc’s writing devices. How has having a writing instrument and private house affected your pursuit of creativity and innovation?

Firstly, I’ve all the time written. I used to be a part of the technology that didn’t have computer systems after we had been younger. Up until right this moment, I nonetheless have my pocket book, pen and writing. If I don’t, I can’t keep in mind or construction my considering. As an illustration, even when I had a script for a speech, I needed to write it myself to recollect it. That’s my manner: I’ve this inventive course of, and it’s analytical, too.

Writing is one thing very complementary within the digital world. Whenever you take a bit of paper and a writing instrument, further emotion and which means are transmitted to a sure extent. Whenever you write one thing, there’s an actual function and cause for it, including worth to your actions. That’s why I’m very assured about this exercise.

Everybody who writes once more could have that very same feeling. We name it the Spirit of Library to say, “Guys, let’s attempt it once more. Let’s take the time and luxuriate in writing.” Writing is a course of, and for me, it’s a journey. It goes far past the writing instrument.

The stillness and quietness come to thoughts when you concentrate on a library. How does Montblanc keep related in a quickly altering luxurious market with out deviating from its ideas?

Should you consider a library right this moment, you may be amazed by the range of places. I’ve seen wonderful ones in Korea and China. They’re so fashionable, up to date, and stuffed with younger folks having fun with the place. I don’t see it in any respect as a nonetheless, quiet and dusty type of place. It may be very fashionable and thrilling. That’s why we return to the idea of spirit, which isn’t concerning the library per se however extra of what it represents as an aspiration for us to mirror on. The message is just not about going to a library however imagining what it was to be within the library and considering once more why writing is vital.

Libraries are custodians of information. What do you assume Montblanc is a custodian of?

We have now very clear territories. Firstly, Montblanc is a maison of performance, be it in writing, travelling, exploring or time-telling. Secondly, we’ve a robust connection to the mountain due to the maison’s title. If you concentrate on it, we strongly signify the notion of “exit, uncover, discover, and we’ll convey you no matter you have to make it occur.” That’s the idea of the corporate.

You talked about the numerous divisions inside Montblanc. Are you able to share some insights into how Montblanc balances preserving conventional values whereas driving innovation?

The origin of Montblanc stems from innovation, not for innovation’s sake however to reply a contemporary constraint. 100 years in the past, travelling with a pen was very tough as a result of folks needed to pack their fountain pens, ink, et cetera, individually. We invented a sequence of built-in fountain pens and, on prime of it, a really protected fountain pen for travellers. If you concentrate on Montblanc, we’ve all the time tried to assist travellers and folks in what they do all through historical past. That’s why we’ve ventured into new divisions, similar to the bags, as a result of the essence of travelling begins there. We attempt to stay constant in what we’ve been doing and inside a typical understanding of our prospects at Montblanc.

What are your journey necessities, then?

I’ve my Montblanc cabin trolley as a result of I don’t test in my baggage. After I journey longer distances, I take a duffel bag as a result of it acts as a second small piece of bags. I all the time carry a writing instrument, after which I’ve the headphones for the airplane as a result of they’re tremendous comfy, and it doesn’t harm to put on them for lengthy flights. These are the minimal for me.

What occurs Should you neglect your writing instrument?

That’s an excellent query. It by no means occurred to me.


Ever; it’s like my cellphone. We reside in a digital world, so I might always remember my cellphone. It’s the identical because the writing instrument as a result of I want it to take notes. I discover it attention-grabbing to see the parallel between the digital and analogue worlds.

Do you recall probably the most heartfelt handwritten be aware you obtained as a closure to this interview?

Good query, I do. I’ve fairly a couple of, however probably the most significant one is from my to-be girlfriend and spouse from again then. I invited her to my twentieth birthday celebration together with many different friends, however she fell very sick after coming back from a significant humanitarian journey to India and couldn’t attend in consequence. She despatched me 10 postcards after, every with a be aware describing and imagining how she thought I used to be from beginning up until my twentieth birthday. I informed myself I needed to meet this particular person when she recovered; she grew to become my spouse a few years later. These postcards are nonetheless stored with me in just a little shoebox!

This story was first revealed on Males’s Folio Singapore

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