Actor Seo Kang-joon visited Montblanc's 'Let's Write' pop-up at Lotte Avenuel Jamsil on October 1. The pop-up offers a firsthand experience of the global campaign Montblanc created with director Wes Anderson. Inspired by the fantastical train from the campaign film, the space celebrates Montblanc's writing culture and craftsmanship, carried on since 1906. Visitors can explore the brand's century-old legacy of putting pen to paper.
Montblanc partnered with Wes Anderson to translate the identity of a writing instrument brand into cinematic narrative. Anderson's signature symmetrical compositions and pastel palettes dominate the campaign film. The train motif symbolizes journey, documentation, and the accumulation of time. The pop-up recreates the train's interior, immersing visitors in a scene straight from the film.
Seo Kang-joon used Montblanc writing instruments at the pop-up to capture moments of his own. The actor is known for his habit of handwriting notes and keeping a diary. This visit likely rekindled his appreciation for the value of analog writing. Montblanc's fountain pens embody the brand's philosophy of preserving the physicality and focus that come with writing by hand, even in the digital age.
The pop-up is now open at Lotte Avenuel Jamsil, where anyone can experience Montblanc writing instruments within Wes Anderson's universe. Props and lighting throughout the space recreate scenes from the campaign film. Seo Kang-joon's visit can be seen in the video. Do you still write by hand?
Montblanc partnered with Wes Anderson to translate the identity of a writing instrument brand into cinematic narrative. Anderson's signature symmetrical compositions and pastel palettes dominate the campaign film. The train motif symbolizes journey, documentation, and the accumulation of time. The pop-up recreates the train's interior, immersing visitors in a scene straight from the film.
Seo Kang-joon used Montblanc writing instruments at the pop-up to capture moments of his own. The actor is known for his habit of handwriting notes and keeping a diary. This visit likely rekindled his appreciation for the value of analog writing. Montblanc's fountain pens embody the brand's philosophy of preserving the physicality and focus that come with writing by hand, even in the digital age.
The pop-up is now open at Lotte Avenuel Jamsil, where anyone can experience Montblanc writing instruments within Wes Anderson's universe. Props and lighting throughout the space recreate scenes from the campaign film. Seo Kang-joon's visit can be seen in the video. Do you still write by hand?
FAQ
Where is the Montblanc pop-up that Seo Kang Joon visited?
The Montblanc 'Let's Write' pop-up is at Lotte Avenuel Jamsil. Inspired by the train from the campaign film created with director Wes Anderson, it offers visitors hands-on experience with Montblanc's writing culture and craftsmanship.
What is the Montblanc and Wes Anderson collaboration campaign?
Montblanc partnered with director Wes Anderson on the 'Let's Write' global campaign. The film captures a train journey in Anderson's signature symmetrical compositions and pastel palette, translating Montblanc's writing heritage since 1906 into cinematic storytelling.
What did Seo Kang Joon do at the Montblanc pop-up?
Seo Kang Joon used Montblanc writing instruments to capture moments through writing. Known for his habit of handwriting notes and keeping a diary, the actor rediscovered the value of analog writing during the experience.
