Come into the light, Visionaire

Visionaire #56 Solar: cover by Ron Ethridge
Visionaire has done it again. In their latest issue #56, the magazine has gone Solar Interactive, marching to the sexy tune of harnessing green energy - already much discussed at the recent G8.
More an ode to the Sun than an eco-friendly, zero-carbon emission publication, the magazine uses an innovative printing technology (Photochromic Plastisol Inks or PHOT) to produce a publication that turns to glorious Techni-colour in the sunlight.

Peter Lindbergh

David Sims
The magazine encased in an all white embroidery slip-case, is a board-bound book of B&W photographic content, but take it outdoors and the black & white photographs come to life in colours under sunlight exposure. Some even reveal hidden images. Visionaire’s #56 collaborators Yoko Ono, Inez Van Lamsweerde & Vinoodh Matadin, M/M (Paris), David Sims etc have contibuted some awe-inspiring visuals. On the text front, it is usually fluffy or simply non-existent.

M/M (Paris)

Olaf Breuning
Actually this so-called latest technology is nothing new. For a decade now, PhotoChromic inks has been used to stunning effects in custom screen printing and in the advertising industries. Not unlike those novelty T-shirts so popular in the mid-90’s, where colourless ink magically came to life when it was exposed to UV light.
But at a time when Obama is pumping 78.6 billion dollars into the US clean energy industry, it is literally sexier and edgier than the fashion industry. Visionaire’s Sun Salutation pose could not have come at a speedier time.
It is arguably the most visionary (they don’t call themselves Visionaire for nothing) and the most talked-and-blogged about mag, but perhaps, also the least read magazine owing to its limited run - only up to 3000 copies per issue. The hefty price tag of 675USD per year for 4 issues certainly doesn’t help. Much sought-after collector’s issue like no.18 which came in its own Louis Vuitton portfolio commanded a price tag of USD$5000.
W magazine calls it “couture version of a magazine”.
Expensive, exclusive, inaccessible, but still lusted after by so many. Sure sounds like couture to me.
P.S. you can thumb through Visionaire #56 at Page One and Kinokuniya bookstores. VMan and V, also put out by the same publishers, can be yours to keep at a friendlier price. Sunlight activation not included.
Image source: designscene.net & stylefrizz.com
































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