In a time of fast viral experiences and dispersions, a gap has been created, a space to refill as missing from what creates feelings and smells. In 2014, Martin Lof launched a publisher and will publish books and and collaborate with other publishers under the name Artimal Books.

Artimal Books's philosophy is to work with projects that span the "lifestyle genre" as food, people andenvironment in different cultural contexts with an international perspective. Finding partnerships with strong personalities or companies that have a great passion for their interests in Combined with a wide spread in social media.

And then with the help of the big contact area now fast target audience. From idea to finished book, dialogue will be created around the project towards stakeholders. Build an expectation during production time with brief insights with "behind the sceen" images and also moving material. Work with short lead times from idea to finished book due to quick decision-making. When it fits, also have a direct dialogue with the reader to influence web interactivity.

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