In a world where voice notes have become second nature, a growing number of people are crazy enough to believe that handwriting still deserves a place in everyday life. But does anyone still write by hand today? It’s a question I’m asked surprisingly often whenever I share my passion for writing instruments with people. After attending the grand opening of the newly renovated Swiss boutique Style of Zug, I realised that people not only still write by hand, but that the community surrounding this not-so-new “hobby” is stronger than ever.
Last Friday, during a private event that welcomed more than 80 guests, the Swiss boutique unveiled its new identity, Writing Culture – The Home of Fine Pens, setting out on a journey to preserve, celebrate, and rekindle the simple pleasure of putting pen to paper.
The evening was presented by Christa Rigozzi, whose charming presence set the tone for the event, while her thoughtful questions offered guests a glimpse into the team’s plans for Writing Culture. The guest list included close friends of the boutique, loyal customers and several respected names connected to the world of writing. Among them was Rob Versloot, widely known for his passion for pen collecting, alongside Frank Pressentin (Elbwood), and Pen Collector Nick (@fountainpenandink) who traveled all the way from the Netherlands to the event.
Between drinks, finger foods, a perfectly cooked arancini that made me question whether I was still in Zug or somehow transported to Sicily, and a decadent pistachio tiramisu – arguably the highlight of the evening – guests connected naturally, sharing stories and conversations around their passion for pens and writing.
The Interior – Contemporary & Well-Structured
In addition to its new identity, the boutique also introduced the space that will now welcome anyone looking to rediscover the pleasure of writing. Moving away from the conventions of traditional retail, the new interior places experience at the very heart of the journey.
If you liked the former Style of Zug, wait to see the new concept. What I noticed immediately was how different the space feels compared to the previous location. Everything feels cleaner, more structured, and far more refined without losing its warmth. I particularly liked how naturally the boutique guides you from one category to another, encouraging visitors to slow down, explore, and spend more time discovering the world of fine writing instruments.
The entire space is centred around vertical displays, with each brand given its own distinct visual universe. Rather than overcrowding the presentation, the writing instruments are displayed with plenty of space between them, allowing each piece to be explored more thoughtfully. Subtly illuminated showcases draw attention to the shapes, materials, and finer details of the writing instruments, while the dedicated “Signature Pieces” area turns selected editions into true focal points within the boutique.
“It feels much more modern and organised,” one of the guests mentioned during the evening.
The space also features a generous desk placed next to the displays, allowing visitors to sit back, explore, and compare different writing instruments while taking their time to test various nibs and inks, creating the perfect setting for guests to practice their handwriting throughout the evening.
“The Graf von Faber-Castell ink wall instantly pulled me in – I could genuinely stand there for hours. The same goes for a limited-edition Montblanc pen that completely stole my heart. My favourite spot, though, is the writing desk, where I’ve shared cool conversations and laughs with great people. This was my first, but definitely not my last visit. Big thanks to the Writing Culture team (and especially Nick) for the warm welcome, which made it feel like coming home,” shares Nicky Heemskerk, reflecting on his experience at the boutique.
Beyond the new interior and identity, the evening also revealed the vision behind Writing Culture and what the team hopes to build in the years ahead.
“It’s not just a beautiful product that we are selling here, but a deep cultural tradition that we are carrying forward. The power of handwriting lives deeply within our lives,” said Manuel Venzi, CEO of Writing Culture.
Asked by Christa Rigozzi who the Writing Culture customer is, Sandro – part of the board and a close friend of Samuel Naldi – shared a broader perspective:
“The question is not who the Writing Culture customer is, but who is not a Writing Culture customer yet. With this name, we want to spread the culture of handwriting and fine writing instruments across the world. In our ideal world, every person should carry a beautiful writing instrument in their pocket.”
Samuel Naldi, Founder of Writing Culture, explained that the new identity reflects the boutique’s long-term ambitions and desire to create something that extends far beyond traditional retail.
“We wanted a name that truly reflects where we want to go and what we are building, and Writing Culture feels almost foundational to that vision. We wanted to create a place where people can discover this world for the first time; not only pens, but also all the beautiful things that revolve around them: inks, paper, notebooks, and pen pouches.”
“Our ambition is to go global, to open new stores, and we wanted a name that people could instantly understand no matter where they are in the world. Whether it’s New York, Milan, Munich, or London, when you hear Writing Culture, you immediately know what we are talking about.”
Whether you’re running out of ink, looking to expand your pen collection, or simply curious to rediscover the pleasure of handwriting, there is now a destination for this: Writing Culture, both physically and online.
For me, places like this prove that handwriting is not disappearing at all, but flourishing ever more through a new generation of enthusiasts.
So, next time you find yourself nearby, consider paying Writing Culture a visit. Just don’t be surprised if you leave with a new pen and a slightly lighter wallet.
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