the book that can't wait is printed in disappearing ink
the book that can't wait is printed in disappearing ink
jun 27, 2012

the book that can't wait is printed in disappearing ink

‘the book that can’t wait’ (‘el libro que no puede esperar’) is printed in ink that begins to disappear when the book is opened for the first time

‘the book that can’t wait’ (‘el libro que no puede esperar’) is a literary work printed with ink that completely disappears within two to four months of opening the package, urging purchasers to actually completely read the book shortly after they buy it. the project was developed by argentinian small publishing house and bookshop eterna cadencia in collaboration with the buenos aires office of creative agency draftFCB, for an anthology of new latin american authors. sealed in air-tight packaging, the specially developed ink begins to disappear upon its exposure to light and air.

‘we think that this is a magical and poetic way of confronting a real problem,’ explains javier campopiano, regional general creative director of draftFCB. ‘we wanted to make a book that was a message in itself, that encourages us to read those authors, before their stories disappear for real, right before our eyes.’

while potential purchasers are likely to object to the impermanence of the object– which defies being returned to months or years later for a second reading– the project highlights both the difficulties that face emerging contemporary authors, as well as our often-neglected enjoyment of text, and the perhaps overly confident opinions we hold about the permanence of written material. as the video documentation of the project suggests:

‘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 book that can't wait is printed in disappearing ink until it disappears, the first application of the new ink offers an anthology of emerging latin american authors

the book that can't wait is printed in disappearing ink the book’s ink completely disappears over the course of two to four months

video explanation of the project

via PSFK

  • This has to be one of the most creative things I’ve seen in a very long time. There is something extremely urgent and yet profoundly sad about the statement it is making and how it goes about to do it.

    Glowy PR says:
  • Nice!

    fepo says:
  • I think the paper is coated/soaked with ink eraser or another acid like vitamin c. The ink must be a mixture with regular fountain pen ink and another stuff. I think if the humidity of the book/paper increase the reaction of the ink and the ink ereaser starts and the color bleached out.

    me me and me says:
  • Why lately all the adds are like the apple ones?
    Anyway beautiful and very poetic… just a bit sad that you can not share it or read it again… actually a lot sad…

    nat says:
  • Most stupid idea that I can imagine! Please make it to show MacDonalds advertising after ink disappears!

    am112 says:
  • Excuse me, may I ask where can I buy this book? Many thanks.

    Joyce says:

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