At the recent Milan Fashion Week, Montblanc unveiled a captivating installation created in collaboration with Edinas Paper: a monumental 5 x 5-meter paper tree that pays homage to the Montblanc’s rich heritage in the art of writing. This striking installation, entirely crafted from paper, features custom-made handwritten letters, envelopes, and illustrated books as its leaves, symbolizing creativity, transformation, and the timeless beauty of writing.
This striking installation, entirely crafted from paper, features custom-made handwritten letters, envelopes, and illustrated books as its leaves, symbolizing creativity, transformation, and the timeless beauty of writing.
Edinas Paper, renowned for their exceptional paper artistry, specializes in creating bespoke, sustainable installations that elevate luxury brand experiences. Their expertise lies in blending innovative design with a strong commitment to environmental responsibility, ensuring each project reflects both elegance and eco-consciousness. This collaboration with Montblanc exemplifies their dedication to meticulous craftsmanship and storytelling through paper art. Explore more of Edinas Paper’s inspiring work we’ve featured before here.
Inspired by Montblanc’s legacy, the tree embodies the poetic idea that “writing is the painting of the voice,” blending artistry with storytelling.
Paper images © Gmund
Gmund Urban Brasilia paper quality offeres the perfect foundation for the Montblanc installation
The impressive installation’s tree trunk is constructed using Gmund Urban Brasilia paper, known for its architectural inspiration drawn from geometry, cement, and wood. This designer paper features warm, earthy colors and a distinctive wood structure, making it ideal for contemporary communication. The Gmund Urban – heavily influenced by architecture hails from the streets of the concrete jungle – is a contemporary collection crafted from cement and wood, introducing a fresh take on raw materials. The collection offers a hot and dusty gamut of colors: DUST, POWDER, GREY and BLACK, and is available in three surfaces: CEMENT, ARCHITECT and BRASILIA. The version BRASILIA surprises thanks of a restrained wood structure. The basis of the structure was a sunburned wood. Europapier carries the whole range exclusively in CEE, and offers also envelopes.
Gmund Urban’s uniquely robust texture and visual appeal provides the perfect foundation for the installation, embodying the fusion of tradition and modernity that both Montblanc and Edinas Paper champion. Reflecting on the project, Edinas Paper shared, “Inspired by Montblanc’s legacy, the tree embodies the poetic idea that ‘writing is the painting of the voice,’ blending artistry with storytelling.” This sentiment captures the essence of the installation, where each handcrafted element contributes to a narrative celebrating the enduring power of the written word.
Inspired by Montblanc’s legacy, the tree embodies the poetic idea that ‘writing is the painting of the voice,’ blending artistry with storytelling.
From the initial concept to the final assembly in Milan, the project showcased a harmonious fusion of innovation, tradition, and paper artistry. The installation not only captivated attendees but also reinforced the profound connection between writing and personal expression, a core value of Montblanc’s brand identity. This collaboration stands as a testament to the transformative potential of art and design in conveying brand heritage and values, leaving an indelible impression on all who experienced the poetic beauty of the paper-crafted tree.
The other parts of the tree were fashioned out of Munken Pure, an exclusive, off-white, wood-free, high-volume natural paper which already since many decades speaks volumes in regards to its extraordinary printing performances. The smooth, uncoated surface of Munken Pure, combined with its cream-white shade, enhances images with unique characteristics, delivering an exclusive and genuinely authentic appeal.
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Installation images © Edinas Paper