This video’s been around for some time, but I came across it again recently and enjoyed it all over again. If you like arty feats of stop-motion genius, you’ll probably be into it too.
That, and Type is an extremely cool store. I’m proud to say it’s local, and worth a look if you’re hanging around Queen Street West in Toronto.
The video was shot by a regular customer, who approached owner Joanne Saul with the idea and then filmed the production — completely up-ending the store in the process – over a period of four nights. It did a great deal to promote the store, and got them a lot of attention back in 2012, in the form of 3.8 million views on youtube, as of this posting.
That’s the kind of attention you can’t just generate out of thin air, and it’s another example of how using technology creatively is one way to ensure that books, and bookstores, remain relevant.
I sincerely hope this is actually what happens at bookshops after dark.