South Union

Victor by Hasselblad

Tasked with physically reactivating a title that the high-end camera company Hasselblad had given up on four years previously and relegated to an online-only presence. As one of the most important names in film photography, Hasselblad was in the process of embracing digital cameras and we relaunched their magazine in a format which represented the best of both these worlds: a luxury, coffee-table sized, hardback biannual utilising the most technologically advanced print techniques and book production methods, along with lengthy essays and interviews from writers affiliated to titles like i-D, Another and Paper Journal.

We worked closely with the brand to produce three issues of the book, and also collaborated with the featured photographers – all internationally-renowned, award-winning creatives – to do justice to their work and fully convey their ideas and vision. The book returned Hasselblad’s name to the bookstores, photographic galleries and camera shops of all major international cities, while we also co-hosted the launch for the book in east London with Adidas.