British Council launches newspaper for Milan fair

The British Council will tomorrow launch The Incidental, a daily newspaper in print and digital form for visitors to the Milan furniture fair.

Designed by graphic design group Abake and guest curated by design development specialist Daniel Charny, the print edition will be distributed around the fair, with an anticipated circulation of around 5000.

Both print and Web versions will act as interactive platforms for visitors to keep up with British design at the fair.

The website – www.theincidental.org – will allow the British Council to ‘aggregate tweets, text messages and photos and keep people who couldn’t make it up to speed’, says Alison Moloney, co-director of architecture, design and fashion at the British Council.

Abake and Charny will respond to feedback and change the design over the course of the week if necessary.

Moloney says, ‘We can change the look and feel to reflect what people are talking about.’

Content will include contributions from Thorsten van Elten, Michael Marriot, Peter Marigold and Robert Feo, with illustrations by Oscar Narud and a serialised short story by Damian Barr.

A daily barometer feature will reflect the main areas of interest at the fair, and a map will show where British designers’ work is on display.

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