Mrs. Terragni, the Phaidon publishing house has an exciting and very eventful history. It started out in Vienna in 1923 and has grown into the international concern we know today, with its headquarters in London and offices in New York, Paris, Berlin, Madrid, Milan and Tokyo. Is it a difficult job to predict the demands of this very large market?
We tend to do books not only that have a global appeal, but also that we will keep in print for many years. Following trends can be sometimes tricky as trends are ephemeral and books are for ever, on top of that it normally takes a minimum of two years to conceive and publish a book, and if we just follow a trend, the moment the book is out the trend is probably over. We definitely look at what is globally interesting, innovative and exciting and very often we are ahead of our times.