Container, so the pitch goes, is a 'new publication about the nature and culture of objects'. More prosaically it is a polystyrene box of ten physical design objects, thematically linked around the idea of hot and cold.
The idea of Tim Milne - printer, packaging pioneer, philosopher of analogue pleasures and co-founder of Artomatic way back in 1982 - Container #1 includes works by Accept & Proceed, James Bridle, Nik Roope & Violetta Boxill, Daniel Eatock and Malcolm Garrett.
Milne's thinking has always somewhat outpaced the possible, or at least the economically viable. His Artomatic retail adventure was a concept store before its time, for instance. 'Container' too might be more conceptual provocation than a viable next step for the publishing industry. But he has interesting things to say.
Milne is a champion of physicality in a digital age. And, he explains, just as photography 'freed' painting of representational duties (rather than killing it stone dead), so the internet has taken on the job of carrying information, allowing/forcing print to do something potentially far more interesting.
In turn, accepted print mediums, such as the 'magazine' are ripe for reinvention. So, he suggests, it might be 'possible to tell more expansive and emotive stories' through physical objects rather words and pictures.
He could be right. But is it a magazine? It has an idea, a group of varied contributors, and Milne has plans to produce it ir(regularly). So, yes, of a sort. The 200 'copies' of the debut issue of Container are available now at £200.