The ultimate leg of Montblanc’s international marketing campaign, the Spirit of Library, finds its strategy 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 in regards to the “Spirit of Library” and the way it connects to the assorted divisions of the Montblanc model and legacy.

The marketing campaign captures the distinctiveness 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 necessary 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 sooner or later, it begins. A mission begins with writing one thing. But it surely goes far past that. A library is a spot to assume, dream, learn, write, and elaborate and a second to replicate.

This international strategy permits for a shared understanding of what tradition is, why writing is so necessary in the present day, and why it connects, in actual fact, everybody. It’s additionally very native. For example, if you consider calligraphy, the strategy in direction of it is extremely completely different in case you are in Japan, China, Singapore, the Center East, or Europe. How will we adapt and be related within the numerous territories, then?

Right now, travelling has resumed, and I really feel it’s extra attention-grabbing to see cities than a rustic as a complete. Folks go to Shanghai, London, New York, Tokyo, Dubai, et cetera; that’s why we try to seize the marketing campaign and spirit in very alternative ways. We had been in a ravishing library after we launched the marketing campaign in London. Our marketing campaign strategy in Shanghai could be very completely different from the one in London from earlier than and New York subsequent week. Many different cities will finally 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 replicate your appreciation for cultural variety and international views?

If you consider a library, the curious and inventive come to thoughts, and for me, it’s actually about this interplay. In the event you’re curious however can’t journey, you possibly can be taught lots by studying books; it means that you can perceive a tradition’s and nation’s spirit. I really feel one of the best ways to expertise a rustic’s tradition and spirit is to journey and work together. I’ve been residing somewhere else, together with Singapore, and what higher strategy 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 concept is to start out bringing this tradition (of writing) and understanding the aim of writing, not simply within the unbelievable Montblanc headquarters but in addition to carry it to the completely 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 area affected your pursuit of creativity and innovation?

Firstly, I’ve all the time written. I used to be a part of the era that didn’t have computer systems after we had been younger. Up until in the present day, I nonetheless have my pocket book, pen and writing. If I don’t, I can’t bear in mind or construction my pondering. For example, even when I had a script for a speech, I needed to write it myself to recollect it. That’s my approach: I’ve this artistic course of, and it’s analytical, too.

Writing is one thing very complementary within the digital world. If you take a chunk of paper and a writing instrument, further emotion and which means are transmitted to a sure extent. If 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 may have that very same feeling. We name it the Spirit of Library to say, “Guys, let’s strive 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 tranquility come to thoughts when you consider a library. How does Montblanc keep related in a quickly altering luxurious market with out deviating from its ideas?

In the event you consider a library in the present day, you’ll be amazed by the variety of places. I’ve seen wonderful ones in Korea and China. They’re so trendy, 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 trendy and thrilling. That’s why we return to the idea of spirit, which isn’t in regards to the library per se however extra of what it represents as an aspiration for us to replicate on. The message will not be about going to a library however imagining what it was to be within the library and pondering once more why writing is necessary.

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

We’ve very clear territories. Firstly, Montblanc is a maison of performance, be it in writing, travelling, exploring or time-telling. Secondly, now we have a powerful connection to the mountain due to the maison’s identify. If you consider it, we strongly symbolize the notion of “exit, uncover, discover, and we’ll carry you no matter it’s worthwhile 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 troublesome as a result of folks needed to pack their fountain pens, ink, et cetera, individually. We invented a collection of built-in fountain pens and, on high of it, a really secure fountain pen for travellers. If you consider Montblanc, we’ve all the time tried to assist travellers and other people in what they do all through historical past. That’s why we’ve ventured into new divisions, resembling the baggage, as a result of the essence of travelling begins there. We attempt to stay constant in what we’ve been doing and inside a standard understanding of our clients at Montblanc.

What are your journey necessities, then?

I’ve my Montblanc cabin trolley as a result of I don’t verify in my baggage. Once 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 damage to put on them for lengthy flights. These are the minimal for me.

What occurs In the event you neglect your writing instrument?

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

Ever?

Ever; it’s like my telephone. We dwell in a digital world, so I may always remember my telephone. 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 word you acquired 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 getting back from a serious humanitarian journey to India and couldn’t attend consequently. She despatched me 10 postcards after, every with a word describing and imagining how she thought I used to be from beginning up until my twentieth birthday. I instructed myself I needed to meet this particular person when she recovered; she turned my spouse a few years later. These postcards are nonetheless saved with me in slightly shoebox!

This story was first printed on Males’s Folio Singapore

For extra on leaders and featured interviews, click on right here.