Indie Retailers Celebrate 20 Years Of Lamy Safari

Design icon pen marks 20 years of special editions with exhibition road trip.

The Lamy Safari pen was launched in 2004 as a sturdy, affordable and functional pen to take anywhere, for ‘the safari of everyday life’. The collection was inspired by faraway lands and adventure and the first two Lamy Safari colours were savannah green and terra red.

To celebrate 20 years of this design icon, Lamy took to the roads, with a touring exhibition in February and March, stopping at Choosing Keeping in London, Jarrolds department store in Norwich, Pens Plus in Oxford and Shrewsbury’s Write Here.

Above: The exhibition showcased special editions from the past 20 years.
Above: The exhibition showcased special editions from the past 20 years.

Benjamin Filby, branch manager of Jarrolds Art Supplies & Office Stationery commented: “It was great to have the opportunity to see and showcase the last 20 years of Safari special editions. As an art supplies and stationery shop, we love to celebrate creativity and design in all its forms. Being able to share that and curate an experiential event that drew in both existing and new customers really enriched the atmosphere of the store. It was wonderful to see what everyone’s favourite special edition was.”

The exhibition also drew in the crowds at Write Here, as owner Cherie Jerrard explained: “The buzz online has been huge, and it’s great to see Lamy using this initiative to get people instore to see the special editions. Everyone can relate to Lamy, it’s evocative, it’s not just a pen. The feelings associated with their first fountain pen bring back something simpler, less complicated.”

Above: Pink cliff and violet blackberry are the new colours for 2024.
Above: Pink cliff and violet blackberry are the new colours for 2024.

The special editions tour has been a huge success for Lamy, with UK sales manager Hollie Bottrill commenting: “It’s been fantastic to hear people’s stories about the Lamy Safari, whether it’s their favourite special colour from the past 20 years or fond memories of buying their first Lamy. It’s remarkable to witness how this exceptional product is cherished and embraced across the UK. It really is #NotJustaPen.”

The Safari pen now also comes as a ballpoint and rollerball and new colours are launched each year. For the 20th anniversary year, the two original colours – savannah green and terra red – have been re-released, alongside the 2024 colours of pink cliff and violet blackberry.


Top: Window display at Jarrolds, Norwich.

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