Box Vox

packaging as content

March 7, 2011

Tidebox Tidebook

TideBox

In contrast to last week’s unspeakably messy Propo packaging, Paul McCarthy’s recent book/package shows his tidy side…

Paul McCarthy's Low Life Slow Life: Tidebox Tidebook is a 640-page tome that accompanies a two-part exhibition presented at the CCA Wattis Institute for Contemporary Arts in San Francisco in 2008 and 2009. The exhibition was curated by the Los Angeles-based artist Paul McCarthy and organized by Wattis director Jens Hoffmann. Packaged as an instantly recognizable re-creation of a vintage Tide detergent box circa 1973, the book not only documents the show but is an artwork in its own right.

Edited by Jens Hoffmann and Stacen Berg—(on whose sigasiga blog the photos above were found)—graphic design by Paul McCarthy with Jon Sueda.

Also available in paperback.

Randy Ludacer
Beach Packaging Design

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