Moleskine expands into reading and traveling, presents new bags and stationery in Milan

(Moleskine)

There is only so much that can be done with notebooks and planners to keep them interesting, even by the best in the business, so the iconic brand is branching out with the help of designer Giulio Iacchetti.

Iacchetti, whose two-way eating tool Moscardino scored him a spot in MoMA's permanent collection, is currently presenting Moleskine's new Reading, Writing and Traveling collection at Milan's Salone del Mobile.

In what signifies a whole new direction for the company, Moleskine will soon be offering writing utensils, bags, and even reading glasses.

The Writing range - a natural addition to Moleskine's famous notebooks - consists of pens and pencils, as well as a pencil sharpener, ink refills and a carrying case. For Reading, fans of the label can choose from reading stands and USB rechargeable booklights, but Iacchetti's real coup here are his reversible reading glasses that, thanks to a new symmetrical design, will never be "upside down."

Traveling moves the brand furthest away from his origins: the collection includes a messenger bag, a tote, a backpack, and laptop cases, among others.

To celebrate the launch, Moleskine has released a remarkable video called "Perspectives" that creatively showcases the range. Watch it at http://www.youtube.com/watch?v=0hbgQEhzMJY.

Stationery brands are coming up with different strategies to stay relevant in the increasingly digital world: Japanese label Muji, for instance, recently launched a series of apps for the iPad and iPhone that includes a virtual calendar, a notebook, and a travel organizer.

http://www.moleskine.com