N.º 04 / 05
Club Inútil
A shop can sell objects. This one had to sell an idea.
A concept store that argues with usefulness as the only measure of value. In a catalogue like that, the standard product page — photograph, dimensions, price — sells nothing, because it leaves out the only thing that makes somebody want the object.
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The decisions
The product page is an editorial piece
Not a specification table with a photograph beside it. When what somebody buys is the idea of the object, the copy on that page is the product and has to be treated as one. It is the decision that rules out conventional e-commerce for this catalogue.
The brand and the shop, in the same conversation
Commissioning them separately produces a competent shop with a decorative brand laid over it. The visual system and the page were decided together, which is why the page holds the tone instead of contradicting it.
A system that survives without us
Type, colour, grid and use of image, with the rules written so the catalogue stays recognisable when it is extended by somebody who was never on the project.