Apr 23, 2019 | By Bonnie Pierre-Davis
Experience Lifestyle & Interiors on WGSN.
Argentinean publishing house Eterna Cadencia released The Book That Cannot Wait, an anthology of publications by contemporary Latin authors that have been printed using disappearing ink.
The poetic project, which came about through collaboration with creative agency draftFCB, addresses the problems young authors face in getting their work read. Once the book is removed from its wrapping and comes in contact with air and sunlight, the words on each page will begin to fade over a period of two months until the stories have disappeared completely.
Eterna Cadencia explain further:
“Books are very patient objects. We buy them, and then they wait for us to read them, days, months, even years. That’s OK for books, but not for new authors. If people don’t read their first books, they’ll never make it to a second.”
The project recently won the Cannes PR Lions for an innovative publishing concept. You watch the promotional video here. – Samantha Fox
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.