Unfolding Luxury
Crafting the Viktor & Rolf: Cover Cover Art Book with Artron's Expert Folding & Binding
When tasked with producing the Viktor & Rolf: Cover Cover art book, our initial reaction was that the concept seemed almost impossible. However, for Artron Art Group, taking on rudimentary, step-by-step projects isn't our focus. As Jim GAO, Director of the Overseas Department at Artron, shares, our passion lies in turning ambitious design visions into tangible reality.
This unique luxury brand book is an art collection creatively conceived by the renowned fashion house Viktor & Rolf and the celebrated Dutch graphic designer, the "Queen of Book Design," Irma Boom. Published by the esteemed art publisher Phaidon Press, Artron was entrusted with the challenging printing and production.
The book primarily showcases Viktor & Rolf's live shows, complemented by manuscripts and textual introductions about the brand. The designer's core concept for the cover was a remarkable folding effect achieved by using multiple types of paper with varying thicknesses.
The Challenge of Folding Multiple Paper Grammages
Achieving a beautiful and natural folding effect typically suggests using low grammage paper. However, the client specifically insisted on using materials of different thicknesses to fully embody their cover concept. This presented a significant challenge. At first glance, it seemed like intentionally creating difficulties that would hinder aesthetics.
But upon closer examination, we realized that while others might not have attempted this, Artron possessed the capabilities to make it happen, especially for a luxury product demanding such high attention to detail.
Mastering Paper Selection for Consistency
For a luxury piece, consistency in material is paramount. We needed to ensure that despite the varying paper grammages, the look and feel remained uniform. We extensively searched the market, testing numerous materials. Ultimately, we selected a high-quality matte coated paper comprising 6 different grammages, ranging from a light 105 gsm to a substantial 300 gsm. This selection perfectly captured the client's design vision while maintaining the desired consistency in handfeel and visual presentation.
The Art and Science of Folding
The most difficult aspect of this project was ensuring the multiple folds transitioned smoothly and effectively. While standard scientific calculations can determine fold positions, real-world paper properties, especially thickness build-up, significantly alter the outcome. Think of the classic problem: how many times can you fold a piece of paper? Each fold adds significant thickness, influencing subsequent folds dramatically.
We couldn't rely purely on theory. Extensive experimentation was necessary. We went through 6 rounds of rigorous testing to refine the folding process and achieve the desired effect. This iterative process led to a design where, when unfolded, the cover reveals subtle pressed lines – one, two, or even three – depending on the paper's thickness and position.
Crafting the Perfect Binding: Strength Meets Aesthetics
Realizing the designer's vision extended beyond the paper and folds to the binding. Our principle is to deliver the effect the client desires, figuring out the technical details ourselves.
For this book, we explored several binding options. We ultimately settled on a method that beautifully reflects the characteristics of ancient Chinese thread binding. While we designed some visually striking options, many lacked the necessary durability. This book is substantial – it feels heavy and significant in hand. When unfolded, it stretches to almost one meter wide, putting considerable strain on the binding.
Through testing, we precisely determined the required thread length – exactly 3.15 meters. A millimeter too long, and the thread end would show; a millimeter too short, and it wouldn't connect. The thread end is meticulously hidden within the lowest layer, completely invisible to the reader. Furthermore, we custom-colored the thread to precisely match the cover material, ensuring a seamless and natural appearance.
The Details: Logo Design and Hand Production
Even the LOGO on the cover underwent extensive research and validation. Inspired by the logo on Viktor & Rolf's perfume, we tested different sizes and materials. Our conclusion? A matte finish on the logo felt more premium and created an elegant contrast with the cover's slightly shinier surface. The material also needed to be soft to integrate seamlessly with the cover without the risk of detaching.
The entire production process for Viktor & Rolf: Cover Cover took two years. With only just over 3,000 copies in the edition, the intensive, purely handmade production meant we could only produce around 100 copies per day. This required countless nights of dedicated work and communication, often via video calls with the client in the UK, navigating a 7-hour time difference. We prioritized fulfilling the client's design intent, even when a simpler production method might have been easier.
An Award-Winning Masterpiece Inspiring Others
The dedication paid off. When the book was completed, the client from Phaidon was thrilled, calling it a "milestone masterpiece" of their career. The Viktor & Rolf: Cover Cover received the Best Creativity award and the sole Craftsmanship Design Award at the 2018 Hong Kong Print Awards.
Its impact is undeniable. Jim GAO recounts a visit to a client in Guangzhou who showed him a booklet they had produced, explaining they were inspired by a high-end foreign book. Upon seeing a video of this book, the client immediately recognized it as their source of inspiration. Knowing that books produced by Artron can serve as benchmarks for others is a source of immense pride.
Artron: Beyond Printing, Towards Art Production
At Artron, we see ourselves not merely as traditional printers but as art printers. We specialize in producing effects that elevate printed matter to the level of art. We genuinely enjoy collaborating with clients who bring imaginative, even unconventional, ideas to the table. Our goal is to create truly unique works in book design and production that stand the test of time.
While turning imaginative concepts into reality can be challenging, it's precisely where our expertise lies. We never let go of a good book project. If you have a challenging, unique design idea and are facing difficulties in its implementation, we welcome you to discuss it with us at Artron. We are confident in our ability to help you realize your design concept to its fullest potential. Coming to Artron is the right choice.
