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PRODIR OPENS ITS CONCEPT STORE IN ZURICH |
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Starting July 13th at Rüdenplatz in Zurich, it will now be possible for anyone to design his or her own writing instrument. The first Atelier of Swiss quality brand Prodir is a unique creative space for individual writing. Here, pens can be configured on five specially-developed multitouch-screens, completely in line with the customer’s own ideas: an exceptional concept.
The shelves lean against the walls like canvases - and the pens are illuminated like pieces of jewellery. The collection of 150 Ready-mades, whose colours and forms have been specially designed for the Atelier, is the first thing that is seen upon entering the Atelier. These include fresh, contemporary combinations in vivid neon colours, as well as others in more subtle, darker shades, like tobacco and cognac. Here, everybody will find just the right pen. The message: Not only is writing an expression of one’s own personality, but the pen itself, as well - which is why each Ready-made is given its own identification code. With prices ranging between 12 and 40 Swiss francs, customers can take their Ready-made home with them or further personalise them with their choice of labelling via the multitouch-screens.
The multitouch-screens are the highlight and creative heart of the Atelier. The table with built-in screen is nine metres long. Like an iPhone, the screens can be used intuitively to individually determine the pen’s form, colour, material and label. Prodir calls this second product group Self-mades. Once the virtual design is finished, the writing instrument is assembled together with the customer. If printing has been specified, the pen is sent to the lower level via tube mail where a printer provides it with its further personalisation. The customer is always part of the process and interactivity is paramount - in every phase.
The third area is the Gallery, where the theme Pen-books are presented. As with the entire Atelier, these Pen-books not only convey the fantasy of the designers who created them, but, at the same time, also provide a creative opportunity for the creativity of customers who buy and use them. Some theme Pen-books are as large and heavy as telephone books; others are available in handy paperback format: original books, whose pages are, for the most part, blank, and into which one or two writing instruments are perfectly embedded. The range encompasses luxurious Koi Pen-books through to playful Racing Pen-books; there are also Couple Pen-books, Alphabetical Pen-books and Pen-books with foldable elements, like paper airplanes - each with its very own character. For example, every Koi Pen-book, which is limited to 100 copies, is provided with an exclusive, one-of-a-kind DS7. And for those who prefer not to purchase an already-finished theme Pen-book, but want to design their own book to accompany their pen, this option is, of course, also open to them. Via the multitouch-screens, book covers can be designed which are then printed in the workshop on the lower level.
“At our Atelier, we are presenting what we stand for,” explains Guido Casparis, Sales and Marketing Director for Prodir. “Our brand values, our striving for top quality and our determination to not be simply satisfied with the lowest common denominator - this and more, can be directly experienced here. There’s really no other place where writing instruments as expressions of individuality are taken so seriously. And of course we are proud of the fact that the companies that use our writing instruments for their communication are now actually making use of products that people can buy in one of the most trend-setting concept stores in Zurich. The Atelier therefore has clear added-value for dealers and industry customers.”
In future, the Atelier at Rüdenplatz will also be a location for activities related to creativity and writing: readings, exhibitions and other events will regularly take place. Those who wish to experience Prodir firsthand now have the opportunity to do so in Zurich. Or to simply come by and create their own pen. Where else is this possible?
0409_1.jpg :
The multitouch screens, at which customers put together their own pens, are the heart of the new Prodir Atelier.
Photo: Prodir
0409_2.jpg :
Like canvases, the shelves lean against the walls - and the writing instruments are illuminated like pieces of jewellery.
Photo: Prodir
0409_3.jpg :
The original theme Pen-books are presented for sale in the Gallery.
Photo: Prodir
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