Lev Tanju. Palace Product Descriptions, The Selected Archive

Phaidon представляет описания продуктов Palace: The Selected Archive, официальный печатный архив онлайн-описаний продуктов Palace Skateboard. С момента своего дебюта в 2013 году нетрадиционные описания Palace, которые часто имеют мало или вообще ничего общего с описываемым продуктом, завоевали культ последователей, и читатели зацеплялись за каждую строчку.Описания, написанные соучредителем Palace Львом Танжу, чей неподражаемый стиль фактически разорвал свод правил копирайтинга, полны юмора, пафоса, социальных комментариев и беззастенчивых мнений. Избегая практических деталей, вместо этого куртка описывается как:ЗАДАТЕЛЬ ТРЕНДАНЕ ДУМАЙ ТАК, ДРУГТЫ ВЫГЛЯДЕШЬ ТАК, КАК ТЫ ПРОШЕЛ ПО TOPSHOP ПО ЛУНЕС ЗАКРЫТЫМИ ГЛАЗАМИПОКРЫТЫ КЛЕЕМ.Phaidon presentsPalace Product Descriptions: The Selected Archive, the official printed archive of Palace Skateboard's online product descriptions. Since their debut in 2013, Palace's unconventional descriptors - which often have little or nothing to do with the product being described – have earned a cult following, with readers hooked on every line.Authored by Palace co-founder, Lev Tanju, whose inimitable style essentially tore up the copywriting rulebook, the descriptions are full of humour, pathos, social commentary and unabashed opinion. Eschewing practical details, instead a jacket is described as:TRENDSETTERDON'T THINK SO MATEYOU LOOK LIKE YOU MOONWALKED THROUGH TOPSHOPWITH YOUR EYES CLOSEDCOVERED IN GLUE.Collected here for the first time and printed as they appear online - a few lines set in all caps, formatted as a series of bullet points – the more than 3,000 descriptions are organised into 22 tongue-in-cheek categories, including Anatomy, Animals, Etiquette, Philanthropy, Romance and Travel. The text is interspersed with shots of highly coveted Palace products and chapter openers feature candid, behind-the-scenes images from Palace's archive.At once jokey toilet book and earnest coffee-table opus, this funny and honest volume serves as an essential record of an online phenomenon.