'Congrats on your book transcending into a concept,” one commenter wrote on the photographer's Instagram
Photo-Illustration: The Strategist. Photos: Keep Bag; Pssnshop-Live; Courtesy of Gus Powell In August 2020, the photographer Gus Powell received an Instagram message with a picture of what appeared to be his book The Lonely Ones sitting on a shelf in a coffee shop in Seoul. Only it wasn’t a copy of the book, which Powell first published in 2015 through J&L Books — it was a cardboard box designed to mimic the book’s cover.
Unable to resist a retail mystery, we decided to look into why Powell’s book was made into a prop in the first place and who was behind the decision. The obvious place to start was Shopee, where Powell and a few Facebook shops had purchased their copies of the fake. This particular seller’s page doesn’t have a name, but it does carry a vast assortment of boxes decorated to look like books, all organized loosely according to theme.
According to Miss Amanda, fake coffee-table books are typically made at the request of hotels, restaurants, cafés, and interior-design firms. But because Qingdao requires a minimum of 1,000 books for custom orders, it’s started designing its own stock based on images found online and letting customers — like Seoul coffee shops or Taobao clothing vendors — shop piecemeal from a catalogue. When I asked what makes a book worth copying, Miss Amanda didn’t pretend to know.
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