There's something wonderful in this. In a time when the printed object is being declared moribund, there are lessons hidden in this project that go deeper than the invisible ink the UV light reveals. Lessons on DIY and desire that sit sensorially at the intersection between digital and tangible, from a bunch of people that sit so far in the future they ponder the poetry of patina.
As brand head at INQ I played a walk-on part in the SVK project in the role of humble advertiser and grabbed the back cover. It's been a pleasure. One of my favourite mementos are these early notes taken by MJ.
And this is what it became - the final UV proof.
In Kenya Hara's beautiful book Designing Design there is a fascinating chapter on Muji's brand philosophy. From the idea of fostering acceptance instead of appetite among its customers to basing its communications on emptiness:
"The concept I propose for Muji's advertising is emptiness. That is, advertising does not present a lucid message, but in effect, offers an empty vessel to the audience… and viewers freely deposit into it their ideas and wishes… And so Muji's ads have no copy."