Style with substance: Nokia's L'Amour Collection

Monday, 11 September 2006 15:41  |  Alec Barton

Nokia is unveiling three new mobile phones for the fashion-conscious, including what it believes to be the first 3G fashion phone. While we would never dream of publishing a press release without giving serious thought to moderating "purple prose" we feel that the write-up for the trio is so aesthetic and wallows in such a sensuous style that we have let this one through!

An object of desire... the Nokia 7390!

"The renewed L'Amour Collection is a universal journey of romance, a fusion of technology with traditional craft and a union of ancient art with modern communication (see what we mean - Editor).

"Building upon the success of last year's highly popular L'Amour Collection, Nokia has unveiled three new mobile phones to meet the growing demand by stylish consumers the world over. From the elegantly iconic Nokia 7390, Nokia's first 3G fashion phone, to the truly desirable Nokia 7373 and the timeless Nokia 7360, each model from the latest L'Amour Collection draws its design inspiration from tribal art and ethnic decoration. The result - a beautifully designed, intelligently considered and exceptionally crafted range of mobile phones, in a palate (sic) of colours and textures to meet every desire.

"Finding inspiration in the faded luxury of grand architecture, the models from the L'Amour Collection will be appreciated as much for their exotic design as well as their impressive sophisticated set of features. Forms remain modern, round and pure. An earthy palate (sic) of colour and traditional materials updates the bohemian feel of the earlier collection. Aspects of embroidery, 3D appliqué, ceramic tiling and other traditional decoration are refined and modernised through a new craftsmanship - resulting in beautifully embossed leather finishes and graphics which are sublime yet eclectic.

"Further unexpected combinations enhance the splendour of the L'Amour Collection, as does the mix of traditional handcrafts with cutting edge technology. The collection espouses a 'nouveau-ethnic' feel - the muted tonality and bleached colour reflecting fashion's new and sophisticated way of incorporating decoration.

"The Nokia 7390 is professional elegance with a modern edge. This sleek, elegant fold-phone consummately blends precision technology with groundbreaking design. As Nokia's first 3G fashion phone, the Nokia 7390 combines exquisite materials and design innovation within a fully featured phone. The 3 megapixel camera and WCDMA high-speed connectivity are subtly hidden within ceramic-inspired shell and leather panels. Ideal for a 24/7 lifestyle, the Nokia 7390 is available in two colours: a Bronze Black version provides a masculine feel, echoing cigar parlours and oak-panelled studies of a bygone era. The Powder Pink model is a daring combination of ceramic white and powder pink, a colour palate (sic once again) currently found on fashion catwalks and furniture fairs.

"Nokia's 7373 means metropolitan style, fluid form. Ethnic patterns and a compact swivel design give the Nokia 7373 its fresh look and perfect grip. Elaborate tribal markings provide a unique point for contemporary design interpretation, where form and decoration are married seamlessly together. This results in finely tooled surfaces, exquisite detail, embossed finishing and further decoration when the mobile phone is opened, proving that the Nokia 7373 is a veritable treasure chest of reference and culture. The Nokia 7373 is available in Bronze Black, Powder Pink and Black Chrome, with a wide array of complementary graphical themes. ?Then there is the Nokia 7360: subtly styled, elegantly compact. The 7360 is an elegant and compact mobile phone, subtly styled with accents inspired by metal, leather and transparent surfaces. The innovative use of materials gives this mobile phone its unique character, which evokes modern design classics. A tactile inlayed leather effect gently wraps around the phone, meeting smooth ceramic-inspired surfaces and glistening metallic details. The Nokia 7360 comes in two colour options. A chrome and black original is strong, streamlined and reliable. The Powder Pink? Girlish, charming and undoubtedly the phone that Lewis Carroll's Alice would have used had she needed to make a call from Wonderland."

The copy-writer must have attended the Mad Hatter's Tea Party!

More info:

• www.nokia.com

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