The Austrian Newspaper, Die Presse, commissioned us to develop the design concept of a "magalog,” a magazine hybrid, product catalogue, and accompanying web shop. We were thrilled by this innovative entrepreneurial move made by the traditional publishing house. We believed it to be one of the boldest approaches in the German speaking area in recent years. Instead of off-the-shelf products, Edition presents exclusive and limited edition items. We suggested to develop an independent brand that reflects the upmarket requirements and client expectations. The idea was followed all the way, from editorial design to web design, packaging and advertising.