Psycho
Spineless Classics take your most beloved books and turn them into a poster size, featuring all the words of the novel on one page around an image that is synonymous with the text. We talk to founder Carl Pappenheim about how he has seen his business grow as more and more people want these unique pieces of art in their homes.
Spineless Classics was inspired after you gave your mother Persuasion as a present in this format so can you tell us a little but more about this?
It took nearly four years for me actually to set up a website with a few designs on it. It is interesting, in retrospect, to recall how few people were keen on the concept outside of my immediate friends and family circles. I took a sample of Heart of Darkness in to my office at the time and nobody was that interested. I remember asking girls in my local what they thought and they actually got up and left. Okay, let me clarify: they left much earlier than usual.
When did you realise that there was a gap in the market?
I didn't! I just really enjoyed making them and felt sure that there must be a few discerning people who would appreciate having a book on the wall. In 2007 I set up the website and, with the benefit of absolutely no advertising whatsoever, it didn't do a thing for some months. My first order was terrifying! I was convinced they'd be disappointed and that I'd have to give a refund. Luckily, however, it turned out to be a vague acquaintance of my mother's so if she was disappointed she hid it well. The second order was someone I didn't know, and they didn't complain either. It took maybe six months to rack up ten sales but it started to gain momentum after that. Soon it was one a week, then it was five or six a week. That was the point when I thought, okay, this could really fly. I scraped some savings together and took it to a trade show. That got me loads of interest and a call from a magazine. They wanted four framed samples to photograph - four! I'd never even heard of the mag, so I suggested just the one. They suggested (and bless the journalist for persevering) that I have a look at a copy before passing on the opportunity. I took their advice and showed it to my girlfriend who rolled it up and hit me with it. "Easy Living is huge, you idiot! Send them six and a bunch of flowers to say sorry!" The following week, Urban Outfitters placed an order for 100 prints. So I suppose it was that month, October 2010, when I realised I was actually on to something.
Can you tell us a little bit about the process of making the book into a poster and how you choose the picture design.
One of the major sticking points, and one which is completely invisible to customers, is obtaining and cleaning up the text. You wouldn't believe how many people in publishing don't have their books available in a simple digital format! Often the scans have horrid errors in them and I literally proof read everything now on my e-reader.
Once the text is ready I'll lay it out in straight columns at 4 point text to see how big it's going to be. 4 point seems to be the smallest you can go before people stop being able to make it out so that's pretty standard across the range. We also only work with standard frame sizes so that people have the option of framing them in more affordable off-the-shelf frames if they like. Books, of course, are not the same length as each other so once you've chosen a book and a sheet size then you know how much white space you can use for the design. Our James and the Giant Peach is a great example of this; we do it in two sizes but both with the same font size, one with radically more white space than the other for a different look.
The actual designs used to be all my own work but as the range expanded I wanted to bring in more outside input and give the range more breadth. We work with a number of freelance designers to get concepts together and then, working with the copyright owners, we refine the best ideas into a finished product which looks great without sacrificing the readability of the text up close.
Why do you think these posters are so popular to give as a gift?
We've worked really hard to make sure we can offer the titles that people really want. Harry Potter, James Bond, Charlie Bucket, Paddington Bear and so on are such well-loved characters that the prints appeal to something more than just an enthusiasm for appealing artwork. When you look at the print from afar you're reminded of the experience of reading the book, and up close you can actually remind yourself of specific phrases and chapter headings which bring back even more memories. If you know somebody loves a particular author or character, a Spineless Classic is a go-to gift.
What is your favourite book design?
I couldn't possibly choose! I really like the Clockwork Orange design for its clever use of only two colours. I also really love our new Stardust concept; it captures perfectly the ethereal and magical nature of the book.
How often do you introduce new titles to your range?
As frequently as we can. We could get more industrial about our output but the level of detail in a Spineless Classic means that rushing them isn't an option. Also, we find that the more desirable the title is, the more particular the owners are and that can eat up some time working our way to a design of which everyone approves.
Why did you decide on the newest designs for Stardust and The Princess Bride?
It's been on the list for yonks, it just took a while to get a deal hammered out and then another while to narrow in on a design we all liked. In fact we ended up with two so, the contract only allowing one design, we put it to a public vote on Spineless Classics’ social media and the fans all picked the one that's currently on sale. I'm really happy with the outcome.
I'm a big fan of Neil Gaiman's. I once queued for two hours to get a book signed by him and he was just as excited to meet us, the last in the line, as he had been with the first; what a gent. When we got the opportunity to work with him Stardust sprang to mind. The film was a delight, and really popular too. I'd also like to do American Gods but I have a sneaky suspicion that most people won't have room for it on their wall!
Do you make posters on request?
Absolutely. We have an ongoing suggestions list which people are welcome to add to by emailing in and we do occasional one-offs of people's own books for family gifts. They are a bit more expensive but, clearly, a spectacularly personal gift for any author.
What is next for you and Spineless Classics?
That would be telling! We're working on doing more with the Tolkien and Rowling series, although they tend to get quite long! We're constantly looking into other product lines but it's hard to find something that has as much surface area as a 70x100cm print while also holding enough detail to be legible. We're making progress though and have some big announcements before Christmas.
We're steadily growing our market share abroad, with franchises in Australia and the USA, and I'm excited to see which of my myriad ideas comes to fruition around the world. I certainly won't waste my time asking anyone in the pub what they think though!
www.spinelessclassics.com
Order now in time for Christmas!