Pop up book.

Pop up book.

Lund, Sweden:

Sony Ericsson Mobile Communications,

2008.

An extravagant announcement for Sony Ericsson’s new cell phone done in pop-up book form with glossy pages and a host of mechanicals and four postcards stored in a pop-up envelope. While pop-up books usually take as much as a year to design and produce, this one, in an edition of 25,000, was completed in two months, according to paper engineer Andrew Baron. He ascribes this quick turnaround to the several top-notch paper engineers who divvied up the pop-ups. The book served as a promotional item for new products: a cell phone, the Walkman, and Cyber-Shot camera. Surprisingly, for such an expensive proposition, these devices are not even described.

Collection of Ellen G. K. Rubin.