Since their launch last year, Scandinavian indie publisher New Heroes & Pioneers have been busy dreaming up not-your-typical art books—and their latest title is certainly one that won’t be collecting dust on your coffee table or bookshelf. Staying true to their mission of showcasing younger and lesser-known talents, New Heroes & Pioneers has created “SHARE,” a book in which every perforated page is a piece of art meant to be removed and offered to others.
“We promoted the concept of the book on social media and few other sites and we also went to ‘hunt’ some artists we liked and wanted to publish,” co-editor Francois Le Bled tells CH. “We selected about 400 photographers and illustrators and approached them individually to ask them if they would be interested in being featured in the book. The only conditions are: one, they should not have been published before; two, we had to like the art they would select for us; three, as the art piece would be a page in a book, we wanted to be sure it would look great on its own on a wall. Our internal criteria was to make sure the 50 artists and art pieces would be cohesive in the book, yet diverse enough to interest as many viewers as possible.”
Thus, “SHARE” isn’t only an standout book of posters; it also brings visibility to these young international artists upon participation from the readers. “SHARE” is the first volume of a series—the next, “SHARE Scandinavia” (publishing this fall), will feature artists from the region but also all over the world, to present their perspective of Scandinavia. Interested artists who take initiative and reach out to New Heroes and Pioneers just might find themselves published in future editions.
Images by Jens Lennartsson for Cool Hunting