June 17th, 2009 | Posted in: books
When people grow out of a sweater, it gets passed on to their younger brother or it gets a new life with someone
they don’t know. Glass is recycled to make new bottles. Used plastic turns up in mobile phones. Over the last
couple of years more and more companies have come up with ideas to find new purposes for written off products.
Creative agency THEY designed a book for Lingotto. The inside of the book is entirely printed on paper that’s been used for test prints. On average with every printing run 1 to 2 percent of the paper gets used for testing. So printing 100.000 sheets leaves 2000 sheets of waste paper. THEY collected different types of test paper and printed 500 books on the backside of the test pages. THEY used Japanese stab binding, by which you leave the old, ‘wrong’ side on the inside and the ‘right’ side, the side you want to read, on the outside. The cover of the book is made of misprinted packaging for juice and milk. By using different packages and printing in small numbers, the covers are all unique.
For the principle of redefining things, like buildings or paper, THEY invented a new word, made out of existing word: Restructive.
A great example of creative recycling. See below for some more pics.