Montegrappa CEO Giuseppe Aquila on Licensing, Storytelling and Luxury’s New Hospitality Edge
Montegrappa chief Giuseppe Aquila explains how the historic pen maker leverages pop-culture licences and immersive retail to turn writing tools into cultural collectibles.
Giuseppe Aquila, chief executive of Montegrappa, discussed the company’s long-standing strategy of marrying fine Italian penmaking with licensed pop-culture properties, from early superhero lines in 1995 to the recent horror-film-inspired The Shining collection. He argues that provoking strong reactions—whether love or hate—drives commercial success more than safe designs, and that collaborations introduce the brand to collectors drawn by fandom.
Aquila highlighted the sentimental role of pens in marking life events, noting that many customers preserve and repair heirloom pens for decades. To meet the growing demand for experience, Montegrappa is opening boutique spaces alongside sister brand Abel Richard, offering lounge settings, champagne and a broader lifestyle range that now includes leather goods and sneakers. He also hinted at forthcoming luxury-hospitality projects, underscoring the convergence of high-end objects and premium hotel clientele. Ultimately, Aquila sees the brand’s future in creating memorable artifacts that outlive their first owners through storytelling and innovative partnerships.
Why it matters
The story shows how a heritage luxury brand adapts to modern consumers by using pop-culture licences and experiential retail.
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