In collaboration with editors Marina Hämmerle and Florian Aicher, and photographer Petra Steiner, we developed a “book object” that moves away from conventional representation, allowing materiality itself to become the primary carrier of information. From the choice of uncoated denim linen to the precise rhythm of the visual sequences, the design follows a resource-conscious grammar that makes craftsmanship physically tangible.
Editors: Marina Hämmerle and Florian Aicher
Client: Ministry of Food, Rural Areas and Consumer Protection Baden-Württemberg
Photography: Petra Steiner
Publisher: Edition DETAIL, Munich
Design: Stefan Gaßner
Wood: A Familiar Substance, A New Perspective
“H” as in Holz (Wood)—a material familiar to us since childhood. “H” as in Holz (Wood) Building Culture—an integral part of construction in our latitudes. Its renaissance is rooted in a return to regional heritage and ecological potential. In the revitalization of historic structures and the shift toward sustainable building, local artisanal knowledge finds new significance. This book explores the forestry, technological, and cultural developments behind this shift, presenting the beauty and quality of wood in unexpected ways.
Material:
A Haptic Translation of Constructive Logic
To make the warmth and softness of wood physically palpable, the design intentionally avoids a rigid hardcover. Instead, it utilizes a flexible, lightweight cover made of Schmedt denim linen. This uncoated, three-fiber fabric (an eco-variant by Schabert) corresponds in its open structure to the directness of the raw material. The format was chosen to optimize the press sheet, ensuring zero unnecessary waste. The interior—printed on Cradle-to-Cradle certified Munken Print Cream and FSC-certified GardaPat 13 KIARA—completes the symbiosis of ecological responsibility and precise image reproduction. Design becomes a companion to matter: a resource-efficient framework that gives space to haptic experience in a digital age.
— Regula Lüscher, Architect ETH/BDA, Former Senate Building Director of Berlin
Fotos: © Petra Steiner
Visual Dramaturgy:
A Rhythm of Space and Matter
The design follows a strict, almost tectonic logic. It begins with an iconic cover: a debossed ‘H’ (for Holz) on forest-green denim linen, whose fibers make the tactile essence of the forest immediately graspable. Unusually for a technical book, the content unfolds through a composed visual narrative. The structure is based on the weaving of individual 16-page signatures: a precise rhythm of image and text sequences (1, 2, 2, 2, 1) creates a narrative depth that guides the reader. Design, in this context, is the choreography of information.
Fotos: © Petra Steiner
Fotos: © Petra Steiner
Resonance:
An Interdisciplinary Dialogue
The book unites the scientific and creative depth of international experts into a consistent narrative about the future of building. Through a dense web of essays and conversations, figures such as Hermann Kaufmann, Martin Rauch, Achim Menges, Florian Aicher, and Regula Lüscher formulate forward-looking positions on materiality, construction, and cultural responsibility.
Excerpt: Five Woods… or a Shamelessly Subjective Walk
By Zora del Buono
Walking: Sequoia in a Can
“The miracle (and for sentimental souls, the poignancy) of plants is that they are granted exactly ONE chance at life: at the very spot where their seed happens to touch the ground. The probability that this spot is the right one for a successful existence is tiny… We humans (and this is what makes our existence so special) can decide to leave, to move on. We have been doing so for millennia. It is not easy to break out of where you come from, but it is (mostly) possible.”
Photography: © Petra Steiner”
Bookmark with ‘Wood Pattern’: Design by Stefan Gaßner
