Since their invention in 1982, their npatented construction and design has won these large lightweight softboxes worldwide popularity.
Basically they are huge umbrellas, Octogonal, Square or Rectangular with a lightweight rigid central mount for the lamphead inside the unit & Elinchrom flashtube at the point of focus. The optical result is a light source, which is so even at the diffuser surface, that many famous photographers use the Octa as a single light source for portrait photography. In the USA it is simply called "The Beauty light."
The exceptional softness of the light has not only resulted in sales of many of thousands of units, but each year sales accelerate, partly due to the availability of adapters to other flash systems which do not have comparable light sources.