The Zurich Antique Book Fair is home to some of the rarest and most valuable books in Europe. There's just one problem: The audience is stagnating and has been for years. Today, most people aren't interested in the dust-covered world of antique books, leaving the industry to quietly flicker out.

Our goal was twofold: get a new generation of people invested in antique books and save the fair from dying out. To achieve our goal, we turned the timeless designs found within the pages of the book fair into one-of-a-kind antique tattoos. Visitors to the fair could find, scan, and purchase designs from vendors directly – allowing antique craftsmanship and art to be admired by a new generation.

We kicked things off by scattering temporary tattoos with designs from antique books around Zurich and putting up posters in alternative bars and venues. Online, we collaborated with tattoo influencer @AlvaroGroznyy, who hyped up the campaign and gave away three tattoos, which he later inked at the fair. During which, people could browse antique books and save designs they liked, allowing visitors to have their one-of-a-kind antique tattoos inked at any studio they’d like. Inspiring a new way for people to interact with the fair and creating a lifelong connection between visitors and the beautiful world of antique books.