Big, bold, bright!
By Benedikt Taschen
Alas, we cannot take credit for inventing the folio book, or as we like to call it, the XXL book (commonly referred to as the SUMO). But thank heavens (and Helmut Newton) we were able to make a modern success story by reintroducing this rare species, that has been known among bibliophiles well over 500 years.
This new direction may seem to clash with our roots and our company credo: to democratize "great" books and make them affordable and accessible all over the world at unbeatable prices. Worry not, dear friends—read on for an explanation of how we start out with XXL books and end up with affordable books.
Since the TASCHEN adventure began in the early 1980s, it has been our goal to make the greatest books in the world. Whatever the subject and whatever the retail price—from $10 to $10,000—we strive to produce, design, and package each of our books beautifully, with a great deal of care and attention to detail. The collectors who buy an XXL limited edition book early on will have, in addition to a rare and exceptional book, the added benefit of seeing their asset appreciate; our XXL books have been known to have their value tripled, quadrupled, or even quintupled and even more within a short lapse of time. A few examples: Helmut Newton's SUMO, whose market value went from $1,500 in 1999 to $12,500 today, Peter Beard, which went from $1,800 to $6,000 within two years, and Jeff Koons, which shot up from $1,000 to $4,000 within a few months.
Small, smart, smashing!
While the production of these books requires a no-limit budget policy, they make their proud owners feel good about their investments and their astute buying policy. They also allow us to let book lovers with less extravagant budgets benefit from the generous and lavish production cost that went into making the XXL book. Once the limited edition is sold out, we offer a smaller, condensed, yet equally well-produced edition with a much gentler price tag. It's a win-win situation, and we all live happily ever after.
Peace,
Benedikt Taschen
2008 a.d. Peter Beard
Alas, we cannot take credit for inventing the folio book, or as we like to call it, the XXL book (commonly referred to as the SUMO). But thank heavens (and Helmut Newton) we were able to make a modern success story by reintroducing this rare species, that has been known among bibliophiles well over 500 years.
This new direction may seem to clash with our roots and our company credo: to democratize "great" books and make them affordable and accessible all over the world at unbeatable prices. Worry not, dear friends—read on for an explanation of how we start out with XXL books and end up with affordable books.
Since the TASCHEN adventure began in the early 1980s, it has been our goal to make the greatest books in the world. Whatever the subject and whatever the retail price—from $10 to $10,000—we strive to produce, design, and package each of our books beautifully, with a great deal of care and attention to detail. The collectors who buy an XXL limited edition book early on will have, in addition to a rare and exceptional book, the added benefit of seeing their asset appreciate; our XXL books have been known to have their value tripled, quadrupled, or even quintupled and even more within a short lapse of time. A few examples: Helmut Newton's SUMO, whose market value went from $1,500 in 1999 to $12,500 today, Peter Beard, which went from $1,800 to $6,000 within two years, and Jeff Koons, which shot up from $1,000 to $4,000 within a few months.
Small, smart, smashing!
While the production of these books requires a no-limit budget policy, they make their proud owners feel good about their investments and their astute buying policy. They also allow us to let book lovers with less extravagant budgets benefit from the generous and lavish production cost that went into making the XXL book. Once the limited edition is sold out, we offer a smaller, condensed, yet equally well-produced edition with a much gentler price tag. It's a win-win situation, and we all live happily ever after.
Peace,
Benedikt Taschen
2008 a.d. Peter Beard
1511 a.d. Michelangelo, Libyan Sibyl
1999 a.d. Helmut Newton, SUMO