In a similar fashion to The Printed Blog, The Incidental was a printed guide to the Milan Furniture Fair that gathered its content from the web. Using a combination of user-submitted and pre-made content, The Incidental acted as a morphing snapshot of what was good to to see and do. Running updates were sent in via Flickr, Twitter, Upcoming, text messages, email and even hand-written notes. These highlights and comments were then used to compile the updated map and guide for the next day. 5,000 copies were printed up daily, and delivered by a team of bike messengers to to locations around the fair.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in