The Incidental is a daily paper published once a day for four days during Milan Design Week, it's a "new media experiment designed to make navigating and surviving the Milan Furniture Fair that little bit easier." Developed by the Architecture, Design, Fashion department of the British Council, the Incidental team provides daily reviews and comments, previous day's highlights and contributions from online groups - events, pictures and observations at Flickr, Twitter and Upcoming. "The best snaps, sketches, views and observations will be selected to print each day for the duration of the Fair." Nice.

5,000 copies are printed daily and distributed by a team of bicycle messengers to key locations around the Fair including Established & Sons at La Pelaota, The British Design Embassy at Villa Reale, Tom Dixon's stand at Superstudio Piu and SCP at the Fiera.

You also download the first PDF.

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