Brand Documentary Magazine No 04 LAMY
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Brand Documentary Magazine No 04 LAMY
German fountain pen maker LAMY first started as an ORTHOS pen manufacturer in 1930 and established its own brand in1948. In 1966, LAMY introduced its signature product, LAMY 2000, which was inspired by BAUHAUS. The product bears the fountain pen manufacturer’s initial impetus for its design. The writing instrument maker has continuously been collaborating with designers outside of its organization and operating its in-house manufacturing facility in Heidelberg, where the company is headquartered. LAMY offers a wide range of products, which are designed to be easy-to-use for anyone, by introducing its high-quality products at reason- able prices.
Brand, balance, and perspective.
B Magazine dedicates each issue to the story of one specific brand, which is one of the well-balanced brands that JOH. discovers from around the world based on four standards: beauty, practicality, price, and philosophy. And each issue is packed with B™s unique insights and in-depth analysis.
B Magazines receives no advertising profits or financial support from the brands it introduces.
- 01:02 INTRO
We always write something, On clean sheets of paper, with pens and ink. Gravity slowly pulls down ink to flow and leave traces on paper, And nibs give a genuine sense of pressing pen against paper. That’s how handwriting is done.
- 02:22 INTERVIEW 01
This celebrity commercial film director, who has been a long-time LAMY Safari user, comments that the fine and smooth nib is perfect for writing lyrical and delicate works.
- 03:36 INTERVIEW 02
She feels that her pace of writing is dependent on the writing instrument she is using; Monami’s Plus Pen, a disposable fine liner made by a Korean company, writes smoothly, making her handwriting look like a sketch, whereas LAMY pens slow down the pace and make her handwriting look neater.
- 04:42 INNER SPACE
Every part of Lamy pens - nibs, grips, clips, ink, converters, cartridges, and graphite just to name a few-urged the magazine staff to examine it in detail. These pens were in the hands of numerous staff members for writing, clipped to folders to be carried around, and used to write on different kinds of notepads, and they even had ink refilled with converters – all these were part of the magazine’s efforts to truly experience and understand Lamy pens. All readers are now welcome to explore the essence of Lamy.
- 05:54 INTERVIEW 03
His Lamy pen has always been with him. He wrote his wedding invitation cards with it and now, he uses it to write in his baby book. He revealed that he has been a long time user of LAMY pen ever since childhood and explained that German children either have LAMY or Pelican pens when they first go to school.
- 06:58 BRAND TO BRAND
When asked about Lamy, most of their avid fans stated, “It looks like a design product,” or “It’s a fountain pen, but an easy-to-use fountain pen.” Another aspect these fans share in common is that they all enjoy handwriting. For them, Lamy pens serve as a daily writing tool for signing important documents or jotting down their ideas on notepads, and as a precious gift item for loved ones. B spared some time and space to share the stories of their first experience with a Lamy pen, with a curious look at what were being written.
- 07:69 B’S CUT
Lamy pens come in a wide variety of designs and colors. What could be deemed an appearance of conscious pen maker, Lamy, however, maintains its sincere attitude towards putting pen on paper. Lamy’s published book titled “The Joy of Writing” hints at the very essence of the pen maker’s philosophy. Lamy’s elegant pens, in fact, serve as a medium conveying this idea and sentiment. Commitment to offer products with modern design for anyone who enjoys handwriting – that is the pivotal axis of Lamy’s brand philosophy. In this issue, B attempted to uncover Lamy’s modernist interpretation of primary writing instruments.
- 08:80 BRAND STORY
German pen maker, LAMY, first started as an Orthos fountain pen maker in 1930 and established its own brand in 1948 before growing into a globally renowned German brand. LAMY has been greatly inspired by Bauhaus, which was in pursuit of balance between function and form. In 1966, the pen maker introduced its signature product, Lamy 2000 and began to pave its way to become what is perceived as “genuinely Lamy” today.
- 08:92 CEO INTERVIEW
The founder of LAMY, Josef Lamy, was succeeded by his son Manfred Lamy and later, Bernhard Rosner in 2006. The magazine had a close look at Lamy’s corporate strategy through the pen maker’s former and current CEO’s comments made during media interviews.
- 09:104 OUTRO
We are constantly writing - about ourselves and the present moment. Everything changes, technology evolves. But the only thing we need is a solid piece of pen to write with, a reliable pen that will last a long time, helping us feel the joy of writing. A pen to call our own.
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