Montblanc‘s new global campaign, Let’s Write, directed by Wes Anderson, is a vivid cinematic ode to writing, travel, and creativity. In the short film, Anderson constructs a surreal setting of the Montblanc Observatory High-Mountain Library, where a theatrical train carriage, the Voyage of Panorama, passes through imagined landscapes as the characters reflect on what writing means: its power to pause time, to inspire curiosity, to record thoughts, and to connect. Characters played by Wes Anderson himself, Rupert Friend, Michael Cera, Waris Ahluwalia, and Esther McGregor join in this poetic, quiet celebration of putting pen to paper. Watch the short film here.
Within this cinematic world, Montblanc’s iconic objects appear as unobtrusive companions to the story: the Meisterstück fountain pen, the Schreiberling (designed by Anderson), a Portable Writing Table, a Writing Traveler Bag, and a Minerva Pocket Watch. These items act as artifacts of craftsmanship and ritual, reinforcing the Maison’s legacy of craftsmanship and its relationship to writing as both ritual and creativity.
Edinas Paper translated Anderson’s cinematic universe into a tangible installation, with a fully realized paper-and-wood crafted train carriage echoing the Voyage of Panorama.
Concept developed by Montblanc’s Brand Experience Team was translated into a three-dimensional representation by StudioXag, and then brought to life through paper implementation for a window display campaign by Budapest-based paper design studio Edinas Paper (whose work we’ve featured before here). The studio translated Anderson’s cinematic universe into a tangible form, with a fully realized paper-and-wood crafted train carriage echoing the Voyage of Panorama. The team at Edinas Paper imagined what it would mean to step inside the carriage and experience travel through layered tactility: windows and arches, curved panels, and rhythmic sequences of detail, all built through an interplay of paper and delicately cut wooden elements.
Inside the train, a paper cyclist travels across the panoramic backdrop, connecting each vignette and offering a nod to the Let’s Write campaign’s spirit of movement and curiosity. “He became the bridge between imagination and reality — between story and storyteller,” says Edinas Paper, explaining how a whimsical narrative gesture can anchor a spatial installation.
Visually, the display embraces Anderson’s well-known cinematic language — soft muted tones, touches of green and gold, symmetrical compositions, and textures that subtly evoke metal and wood.
Every nut, hinge, panel, and light fixture was carefully considered, abstracted, and translated into this style through delicate paper craftsmanship. The project is also the latest chapter in an ongoing creative dialogue between Montblanc and Edinas Paper. The two first collaborated on the Maison’s centenary of the Meisterstück, and what began as paper worlds with a cinematic sensibility has evolved into progressively immersive sets and bespoke retail installations. “Paper is not just a support for text,” notes Edinas Paper. “It is a narrative medium — it holds texture, shadow, memory. It invites touch.” The alignment with Montblanc’s own values — craftsmanship, heritage, and the tactile rituals of writing— becomes evident in the result.
True to Edinas Paper’s meticulous approach to paper as a medium, the installation features a rich palette of papers ranging from soft neutrals to elegant metallics. Core to the construction were Sumo 1 mm, Remake Autumn 250 g/m², and Color STYLE Fresh Cream Grey 300 g/m², supported by a generous selection of accent papers — among them Pergraphica Infinite Black 250 g/m², Crush Coffee 250 g/m², Glam Gold 250 g/m², IQ Color Ivory 120 g/m², and Mirror Gold 300 g/m² — used to articulate contrast, shadow, and delicate detailing. The always-reliable Munken Polar and Munken Pure appeared throughout in various substances, their matte surfaces lending structural clarity and calm to the overall composition.
The precision of paper selection, combined with the quiet theatricality of Anderson’s world, results in a window installation that feels at once cinematic and handcrafted — an invitation to pause and, fittingly, to write.
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Images © Edinas Paper & Kristen Pelou