4. LARGE-FORMAT FUN
As you hold this second issue of Fiber magazine you realize what a pity it is to receive it folded down to 9 x 12 inches. At its eye-popping, folded size of 18 x 24 inches (2 x 3 feet unfolded), you’ll say to yourself, “This is the biggest damn magazine I have ever received in my life,” then challenge yourself with, “What in the hell can I do with it?” Noreen Morioka, a woman of eclectic and fine taste, was particularly attracted to the fact that it invited users to treat it as a keeper, not ephemera. “Printed work is always considered throwaway,” she says, “so it’s wonderful to see something you really want to keep and use.”

This issue, printed on 110 lb. gloss sheet, is a showcase for Context Creative, Eboy, M-real Canada, and Colour Innovations. Andy Strote of Context serves as the editor, but the entire piece is an ultimate collaboration of designer, illustrator, printer, and papermaker. All share in credit … or blame. As far as Morioka is concerned, it’s credit well deserved. “The design by Van Rais [of Context] is fresh and, well, fun,” she adds. “I’m so tired of pretentious design. Please make me laugh or intrigue me!”

What’s so funny about a magazine that opens out to 2 x 3 feet? “The size, the color, the illustrations are amusing,” says Morioka. “And of course the print production is intriguing. This thing is wonderfully printed. Beautifully and thoughtfully printed.”

For Lionel Gadoury at Context, the magazine is a chance for the collaborators to spread their creative wings. “We find today, even with large corporations that are very good to work with, that one can easily lose sight of what it takes to connect with an audience. We use the magazine to free up our imaginations and take great latitude. We hope other readers will use it in the same way,” he explains.

So far, as they prepare to release their third issue of this postersized periodical, the response has been enthusiastic. For Morioka, this issue is going in her “favorite things” library next to her copy of a prized Eames book. For your own copy of Fiber magazine go to www.fibermag.com.