Lalex 1938 pens
LALEX 1938: TRADITION IN INNOVATION Success seems to be the common destiny of
those who dare to follow untrodden paths, sometimes chasing a dream. Pablo
Picasso in art, Ungaretti in literature and Henry Ford in industry have all
succeeded, each in their own field, to produce a real watershed either in art or
business. In the pen market, you can count pioneers on your fingers. One of them
certainly was Leopoldo Aquila. Quite a few decades ago, sensing the potential
for a sophisticated upper class market, the founder of Lalex 1938 created a
whole series of writing instruments and accessories which opened up to the
company a prestige market. Today, in 2003, Lalex 1938 signs its new collections
with a commitment and dedication strengthened by the experience of three
generations of the Aquila family, and presents the market with really innovative
instruments and a new marketing approach.
LALEX 1938: A COMPANY OF IDEAS Lalex 1938 is most of all a company of people and
their ideas, and its production philosophy is quite distant from the global
market ways responsible for the lack of originality and character in the field
today. Although size and markets speak for Lalex 1938 as an industrial company,
the Aquila family has managed to use and maintain through the years a craftsman
type care and attention. In keeping with Leopoldo, the founder, and his
philosophy, Lalex 1938 is offering not just products but ideas, the expressions
of consumer needs, dreams and desires, ready to be met.
LALEX 1938: IMAGE AND SUBSTANCE Everything in Lalex 1938 is geared to give a
unique image of style:
1 > The name comes from the founder’s initials LA and the word LEX (from Latin
Lex – Legis: law). Law was an old love of Leopoldo’s, and he was led from the
very beginnings by a natural propensity for the legal world and its
technicalities. We believe today that given the history and philosophy of the
Lalex 1938 trademark, success is only a natural consequence;
2 > The sophisticated company logo, picturing a pair of scales, draws inspiration for
its graphics by the rigorous and essential character of law and justice;
3 > The corporate colours are white, to synthesize elegance and nobility, and
grey, representing balance and dynamism in the flow of existence.
4 > The materials privileged in Lalex production are aluminium, silver, pearlised
resin and lacquer. Precious, durable and reliable, somehow “translating” Lalex
1938 philosophy.
Totally new is the use of aluminium, a technological material well known for its
extraordinary properties. Silvery in colour, pliant and malleable, it is also
very resistant to weather elements and a good conductor. Very light, it becomes
an ideal component of several alloys used in modern technology, in particular in
aerospace industry. Thanks to its advanced technology, Lalex 1938 has managed to
work it in such a way that it can well represent the essential style of its
collections. The sum of all these special features goes to establish Lalex 1938
as a gift trademark, attentive and open to trends of the fashion and luxury
world, but geared to overcome their transient and mutable life. Gifts Culture…
Lalex 1938 proposes three collections with remarkable features:
“Forme” (shapes)
offers a chance to create real parures (sets), with small objects accompanying
elegant writing instruments.
“Elementi” (elements) lines up a whole series of
writing instruments in pure classic style.
“Simbolo” (symbol) was created to offer the right gift for any professional
thanks to its exclusive range of interchangeable clips.
… Cultural Gifts Lalex 1938 has arranged for a closer meeting between gift
objects and culture. A series of quotations from the most famous maîtres à
penser of all times allows to link one’s gift to the history of human thought:
eternal themes like love, friendship and happiness are summarized in a few
significant words which give suitable expression to those emotions or feelings
often difficult to put into words. Another series of quotations links famous
sayings to great occasions or achievements, the most significant moments in
anyone’s life. They are lovely expressions of original personality, in which
both the person who gives and the person who receives can recognize themselves.
The same kind of personality that Leopoldo Aquila, the founder, had wished as
the law (lex) inspiring Lalex 1938 tradition and harmony.
THE INNOVATION FORMULA Lalex 1938’s philosophy can be expressed by a few, simple
concepts:
1 > Design: Lalex 1938 pens and objects are inspired by forms of disarming
simplicity which still sum up thousands of years of civilization. Design and
aesthetics are highly symbolic, based on patterns shared by different cultures
all over the world, and the materials used, thanks to their special
characteristics, are at one with the chosen style;
2 > Personality: Lalex 1938 pens are more than just writing instruments, they
can be objects to become fond of, taking up meanings that go beyond mere use. It
is not enough for the pen to be technologically perfect: it must be offered to
the customer as an idea. The gift of a Lalex 1938 pen can also be personalized
in style and intention. Altogether, Lalex 1938 proposes a series of articles
supported by an innovative marketing approach and a sophisticated, captivating
packaging;
3 > Touch: Lalex 1938 pens and objects all have in common ergonomic forms and
exclusive finishing materials, to give the consumer a physical sensation of
privilege, together with the “idea” of privilege which is first presented to
him;
4 > Advance technology: Lalex 1938 relies on production techniques which ensure
total reliability, tested in time;
5 > Competitive prices: in consideration of the product being offered and the
way it is offered, the quality to price ratio is definitely high, and the
figures involved quite affordable.
LALEX 1938 SERVICE
Lalex 1938 is aware that sales support is fundamental in its relationships with
dealers and retailers. By experience, Lalex 1938 knows that success requires a
continuous feedback between those who make the product and those who directly
confront the market. That’s why its marketing department actively coordinates a
network of exclusive distributors, built on the qualities of the men themselves,
their capacity to relate to people, their professionalism and reliability.
Distribution is selective and rigorous, meeting specific needs and requirements,
and the broad diffusion allows Lalex 1938 to reach all parts of the world
without renouncing its special character. Retailers are supplied with a series
of sales support instruments: display units, showcases, authorised dealers’
plates and signs for best visibility of an altogether discreet and stylish Lalex
1938 presence in all outlets. Lalex 1938 is also quite open and receptive to any
contribution from its dealers which may help in building and consolidating
trademark success: as Leopoldo used to say "listening to each other’s comments
really is in everybody’s interest".
 |
“Forme” The design for this collection is inspired by 3 of the simplest, and at
the same time more symbolic forms: circle, triangle and square, and is the
result of an in depth study that Lalex 1938 carried out defying all laws of
mathematics and solid geometry, and achieving truly amazing results. The “Forme”
collection offers the possibility to create true parures (sets), where small
objects can accompany elegant writing instruments. Fountain pen with
iridium-tipped stainless steel nibs (available in EF, F, M and B), capped
rollerball (convertible into a ball point pen), ball pen and mechanical pencil
available in the “viaggio” (travel) and “scrivania” (desk) style, can be matched
to cuff-links, keyholders, moneyclips, bookmarks, pendants… A wide choice allows
you to make a gift that is just right for the person, and also made more
precious by the possibility of being personalized. Aluminium is accompanied, in
a new and exclusive combination, by pearlised resin (available in orange, brown,
pink, blue and black): the choice is not only technical but also, and
especially, a question of style. |
 |
“Elementi” puts together a series of writing instruments (fountain pen with
iridium-tipped stainless steel nibs available in EF, F, M and B, capped
rollerball, convertible into a ball point pen, ball pen and mechanical pencil)
in pure classic style. They are cylindric pens of breezy elegance, where Lalex
1938 has matched the aluminium trim with the 925 sterling silver of the cap and
the sophisticated pearlised lacquer of the barrel (available in orange, brown,
pink, blue and black). There is also one version with silver cap and barrel. The
pens of the Elementi collection, presented in the “firma”, “agenda”* &
“lilliput”* style (*only available in the ball pen and mechanical pencil
versions), can also be matched to the accessories in aluminium and pearlised
resin and represent the Lalex 1938 style in its pure essence. |
 |
"Simbolo" embodies Lalex 1938's spirit of a "gift" brand. Available as fountain
pen with iridiumtipped stainless steel nibs (in EF, F, M or B), capped
rollerball, twist-action ball pen and mechanical pencil, made of pearlised resin
with aluminium trim and sterling silver clip, the "Simbolo" collection is
created to offer the right gift for any professional and designed to be
personalized in an easy, practical and tasteful way. The sterling silver clip of
any pen can be easily replaced in a quick, simple action with an exclusive range
of interchangeable clips boasting the emblems of the prestigious corporations of
Gand or the 12 signs of the Western Zodiac. |
|