Known for its avant–garde fashion sensibility, Hong Kong served as the perfect backdrop for the glamorous launch attended by journalists and style-seekers from around the globe.
Together with Nokia Phils. country GM Parikshit Bhasin, Nokia Communications head for APAC Wong Ai Fong and Nokia Phils. corporate communications manager Luanne Erni, Hong Kong’s chic crowd joined us at the grand ballroom of the newly opened Four Seasons Hotel to witness the unveiling of a fashion collection that was definitely a feast for the senses.
The L’Amour collection has now arrived to meet the demands of style connoisseurs who "spend on the authentic and splurge on the exceptional."
Heikki Notta, Mobile Phones global marketing head, explains:
"Our vision is to be the leader in creating and shaping the fashion category in mobile communications. In the year 2000, we were deep in promoting exciting hues on interchangeable product covers. By 2003, we’ve jazzed up our handsets with fabrics for a retro feel.
"Our next bold step was when we introduced a distinctive art deco inspired fashion collection (the 7260, 7270, 7280) which gained tremendous success around the globe. Indeed, Nokia is pushing the boundaries in combining and fusing fashion and technology in our products."
Nokia’s "Object of Desire" (the 72 series) collection, was featured in over 100 fashion and lifestyle magazines within three months after its global launch in 2004. It likewise won the prestigious iF Design Award in 2005.
The Nokia 7280, on the other hand, won the 2004 Best Electronic Product of the Year award by Fortune Magazine and the Most Innovative Phone of the Year at the Asian Mobile News Industry Award in June 2004.
Ergo, anything and everything that Nokia has built under the theme fashion and style are charged with emotion.
"Personalization is something important in a category such as mobile phones. Nokia has always been committed to create quality products with the specific consumer in mind. We are positive that the L’Amour Collection lives up to the standards of our target market," Heikki added.
The L’Amour Collection consists of three trend-inspired mobile phones — the Nokia 7360, Nokia 7370 and the Nokia 7380.
Each model offers a beautiful mix of contrasts carefully crafted and layered with a passion for detail.
In the design and development of the L’Amour Collection, Nokia’s Design Team looked into materials such as amber, ceramic, turquoise, silk and enamel for inspiration.
Craft techniques such as enameling and etching, added a creative spark to the graphics, materials, finishes and colours selected for each model in the collection.
"Stunning...is how most of you described the L’Amour collection. It was definitely a challenge for our design team and the engineers as well to come up with products that marry form and function. These handsets are packed with WOW features for the user’s ultimate satisfaction," enthused Matt Rothschild, Mobile Phones Product Management head for APAC.
The 7380, much like its predecessor (the 7280), has been considered the iconic in style product. This extremely slim handset is definitely the perfect companion for red carpet balls or gallery openings.
Sleek and seductive, the Nokia 7380 is the product that needs to be seen with and be seen using.
The handset foregoes the traditional keypad for a discreet keyless dial. However, heavy-texters like us Filipinos will have a hard time getting used to this handset.
"The 7280 has won design awards and we have high expectations for the 7380 to continue that legacy. But we also receive (negative) feedbacks from the 7280, particularly in the area of functionality such as the camera," explained Matt.
Leaving no stones unturned, the Nokia Design team has incorporated a two-mega pixel camera with flash into this small gadget.
"Turn off your mobile phone to activate the vanity mirror (mirrored surface) and ensure that your lisptick is in place before posing in front of your iconic 7380. Its memory is big enough to save photos and songs for the MP3 player. This compact and beautiful product is definitely the star of the L’Amour Collection " Matt enthused.
Turn to a fascinating world of beauty and style with the Nokia 7370. With its fluid swivel design, rich leather-inspired accents and metal surfaces, the Nokia 7370 awakens the desires of trend seekers.
"This product again, inspires with its design... corners are very rounded, very slim and elegaant. It swivels open enabling users to access the keypad. One handed operation is very easy and enables users to quickly open the phone and take their calls," related Matt.
The 7370 offers a good music experience and the ability to use the 1.3 mega pixel camera makes the whole experience pleasurable.
"This handset appeals to trend adopters who definitely wish to stand out," noted Matt.
Adorned with leather-inspired, etched metal and transparent surfaces, the Nokia 7360 is ideal for individuals who want to make a subtle fashion statement.
"The Nokia 7360 is very easy to accept because of its user-friendly features. This fashionably eclectic phone lets you capture special moments with its VGA camera and video recorder," Matt said
Tune in to the latest hits with Nokia 7360’s FM stereo and enjoy MP3 ringtones, Nokia Xpress audio messaging and MMS.
"We’ve maintained a balance between form and function in these three mobile phones to deliver the diversity that is L’Amour and the emotions that these offer. The whole collection is reinforced and will continue to delight the customer," added Matt.
The Nokia L’Amour Collection will be available during the first quarter of 2006.
