Moleskine will launch 6 different journals in a series called Passions in the coming February. Beautiful paper sleeves and for the first time in the brand's history each of these journals are fully embossed with a tight texture of themed images and writings. The 6 themes are Recipes, Wine, Book, Film, Music and Wellness.
When I first saw the prototype of the Wine journal, I wondered why the space for wine label is so small which looks quite impractical for wine lovers to collect peeled off labels from their favorite wine bottles. An enquiry was made to Moleskine headquarter and here's their reasoning behind:
At the very beginning of the project, we thought about a âspaceâ to glue the label on each page but then we talked with sommeliers and they suggested us to add other grids (to have more information on the wine), instead of the grid for the label. I can assure that we had this suggestion from very expert persons. Anyway, there are the ruled and plain pages that can be used for this case.
They made the choice to break away from the norm and perhaps people can download and print their wine label a lot easier these days so the space gives you more room to record your experience. As for the paper, the quality is exactly the same as typical Moleskine notebooks.
I took the wine journal to a sommelier, perhaps she is not the type to record anything, the journal simply didn't click on her. I'm yet to bring the recipes journal to an executive chef to see her response, I guess it will be fun. The journals themselves are actually a big leap from the previous Info book, music notebook and story board notebook, much more sophisticated with built-in specific framework for certain passions. You can argue though that this is a completely new concept and draws different customers.
Moleskineasia.com is now organizing a very unique exhibition to show off how people use their Passions journal, it will happen in 40 major traffic stores in 12 Asian cities. Each participant will receive 2 notebooks, one title for their discipline, one for another passion, call it cross-disciplinary sharing. The exhibition system is said to be huge Moleskine display boxes standing on floor which visitors can flip through huge pages with exhibits inside.