The other day, while putting on an overcoat, I tried to imagine this coat to be made of meat (veal, to be precise). I was very pleased about the old powers of imagination, about the way I could feel the wetcoldsoft disgusting edible collar around my neck. Two weeks later I saw a photograph of a girl in a meat coat in an Amsterdam shop window.
Commercial imagination is communal, not personal.
A person's imagination is not commercial.
--Heinz Edelmann, from Graphic Designers in Europe No. 4. Universe Books, 1973, New York.
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