Mad for Real
Client
Performance artists JJ Xi and Cai Yuan make up the collective Mad For Real. Their controversial work includes the highly publicised piece "Jumping on Tracey Emin's bed" in 1999.
Brief
With performance art, the work tends to be a one-off. And unless it is captured and published, no one else has access to that piece. Mad for Real wanted to archive their outrageous performances from 1999–2005 and commissioned Double Sided to design the self-titled book.
Our approach
Double Sided worked closely with Mad for Real to select video stills and 35mm photography to include in the book. The minimal design and plenty of white space let the performances shine. The covers have striking titles in English on the front and Chinese on the back, allowing for either cover to be displayed depending on the region.
Result
The book is sold online and available in many art bookshops. The recognition generated by the book has led to new commissions from around the world.
What we did
- Strategy
- Design
- Print production
- Print management
- Project management