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.

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