After research into the various areas of where the production of the publication could go, it has been narrowed down to 2 main concepts. These were broken down into its overall rationale, the concept idea, context and target audience.
Overall rationale : To showcase an aspect of Singapore’s heritage that often goes over looked. Hopefully to bring more appreciation to Singapore’s diverse cultural and typographical landscape.
Concept 1 : Inspired by the feedback to have the publication split into each of the respective areas, this concept encases the 5 booklets in a wooden sleeve. A wooden sleeve is chosen to deliver higher authenticity to the building materials of the shophouses and thus making the connection between the publication and the characteristics of the shophouses stronger. On the front of the sleeve would be an engraved shophouse, giving the reader an idea of the publication's content without prior explanation. This will hopefully draw interest as to what the publication is about, forcing the reader to engage with the booklets. The engraving would ideally be done through laser cutting, however limitations and possibilities of the process still need to be explored to understand how far the process can be taken to produce a finish that is appropriate to the target audience.
Symbolically, the shophouse on the wooden front sleeve would represent the publication as whole whilst each booklet will have a unique shophouse window embossed on the front cover. To help the reader access the books will be categorised by a colour most associated with that area. Colour is integral to cultural identity as shown through the symbolic associations the Chinese give to colours such as red and gold. Therefore to categorise the booklets by colour would be is appropriate in representing a certain culture without any prior explanation. It will be the established connotations to a culture that will dictate which booklet the reader will engage with first. This gives the reader a quick way to read their desired area without having to open the booklet or take it out from the sleeve.
Context : A unique coffee table book on Singapore that is rarely showcased. The wooden sleeve and booklets create a visual story for the reader and creates the appeal.
Audience : Made for designers, creatives and maybe architects as a reference guide to understand signage/type in Singaporean culture.
Quality of publication : A production quality where each element of the publication best fits the aim of the concept and is influenced by the shophouses's architecture. A coffee table book is a luxury publication where the reader indulges in the content. However unlike typical coffee table books of large and modern production, this publication is proposing a unique reading experience that is similar to that of Stefan Sagmeisters Things I Have Learnt So Far.
Concept 2 : To create a ‘city guide’ that showcases the typography and signage of the shophouses around Singapore’s cultural areas. Unlike a normal guide however, the book will not explicitly direct the reader around the areas. This was how these areas were explored and found the unique shophouses. Giving the reader explicit directions would limit the 'hidden gems' they may encounter by exploring themselves. Through this way the reader spends a longer time immersing themselves in the area much like the way these shophouses were found and hopefully finding unique type of their own.
Context : A handbook that is easy to read whilst roaming the areas. This will dictate the books construction as it would have to be designed around how the book sits in the users hand and how a tourist travels around Singapore. This would mean a light and small form factor that fits easily into a tourists backpack or pocket. How the reader actually navigates the content within the publication must also be considered. Each area should be clearly distinguished for the reader to quickly flick to and easy to read. This allows the tourists to focus more on exploring the areas rather than figuring out how to read the publication.
Audience : For the cultural or design orientated tourist that is disinterested with the typical attractions.
Quality of publication : A city guide is a type of publication that is mass produced and is catered towards an international audience. The mass production will have a large affect on the publications production quality. To keep costs affordable, cheaper stock, a less intricate binding technique and a paperback cover would have to be opted for.
Brought these ideas for feedback and the overall census is to opt for the first concept. The first concept is a unique take on the typical coffee table form factor and as such provides a more engaging reading experience. This is supported by the appeal and enjoyment for Stefan Sagmeisters Things I Have Learnt So Far which follows the same production idea. And because of how distinct each culture is in Singapore, the booklets are also an appropriate way to showcase the diverse cultures individually. Furthermore there are not many art books about Singapore let alone one for shophouses, therefore the unique content of the publication will garner appeal more so than a guide book because of how saturated that market already is.
Being that the overall idea is an ambitious one and has several components to the production of the publication, another comment was to consider the context of where and how the publication would be sold, i.e how the publication will look in situ. To place the publication into its intended situ would help better develop the production and design choices of the publication. For example, the wooden sleeve only has the title of the publication on the front, but what about if the sleeve was kept in and amongst other books on a shelf? How would the reader know what the publication is about if he/she can only look at the spine? Already from this example, there's an adjustment needed to the overall design.
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