Chapter 2 the second part

It takes ten years to complete an authentic garment with the texture of old clothes. I want to start designing "time", such as designing old clothes, old objects, old furniture... All old objects that can contain "time". ——Japanese fashion designer Yohji Yamamoto, Taipei Tianmu Eslite Bookstore flea market copywriter Disposable love 1994.10.29～11.6 2:00PM～10:00PM Copywriting works Disposable love, disposable vanity, With disposable greetings, modern people throw away a lot of material things, and lose loyalty completely after the three-month shelf life of everything.

In a highly contagious area of ​​culture, hold a flea market for cultural people, look for art in the pile of groceries, and bring back the sense of eternity with the surprise of discovering treasures. Inspirational ideas before copywriting The shelf life of people and things Disposable lover, disposable spring mattress, disposable greetings, disposable thermal bag, disposable care, Disposable Reynolds ballpoint pens, disposable modern people buy fresh goods every day at a speed of liking the new and disliking the old, while throwing away a lot of things. Looking forward to this Eslite flea market, let you and me find classics in the pile of old goods, discover the life of feet in old shoes, experience new emotions in old photos, and find a sense of eternity in the unpredictable and unpredictable world.

Eslite Dunnan Store Used Book Auction Expired old books? Unexpired curiosity 1995.3.11～3.19 Copywriting works Expired canned pineapple, unexpired appetite. Expired negatives, not expired desire to create. Expired Playboy, not expired libido. Old books that are out of date, curiosity that is not out of date. Comprehensive 50% to 30% off auction activities, many items, low prices, fast supply, knowledge has no shelf life, welcome old rain and new knowledge to come and buy a large number of old books, which will be endlessly useful for a lifetime! In life, which inspiration ideas before copywriting will expire?Which will not?

In Wong Kar Wai's movie "Chongqing Forest", after Takeshi Kaneshiro's girlfriend proposed to break up, he thought it was just a joke. Before Kaneshiro's birthday on May 1, he waited for her to change her mind.So he searched a large number of canned pineapples that expire on April 30, which is also the expiration date of love. At midnight on April 30, his girlfriend still did not show up, and he began to drink canned pineapple.Empty cans flood the footage of the film and his world. Expired canned pineapple fills the emptiness that does not expire; old books that expire do fill the thirst for knowledge that does not expire.At a used book fair, the voracious reader can be quite content.

Old love is a burden, new love is liberation; old clothes need to be recycled, and new clothes are worth seeing; old friends need to talk about friendship, and new friends need to invest; old houses have memories, and new homes have expectations. The old does not go away, the new does not come, all the old people and things have not disappeared, they are left in the miss anytime, anywhere... September-October 1995? Eslite Dunnan Store in Taipei moved. Eslite Dunnan Store? Autumn Relocation Announcement. One of the copywriting works about moving to see off the old and welcome the new? Moving the building to leave the love Camus moved.Marquez moved.

Calvino moved.Monet moved. Rembrandt has moved.Picasso moved. Kosta Boda stained glass in Sweden has moved. British Wedgwood bone china has moved. French Hediard Coffee has moved. Coco Noco Leather Goods has moved. Golden ear buttons, big and small dolls, will also move with others. On October 1, 1995, Eslite Dunnan Store moved. Please join us to see off the old and welcome the new. Regarding the big sale, don’t worry about it? Move the library to celebrate the new and remember the old, move the library, let’s move, we move, you move the books. Eslite organizes a large-scale knowledge raid activity. Before the second-hand goods are packed and the flea market closes, there will be exciting new discounts.

Book moving period: September 27th to September 30th (only 4 days) Book moving location: Eslite Bookstore B1 Art Space --------------------- -------------------------------------------------- ----------Inspiration ideas before the copywriting The lease expires, love is hard to get back, love is a last resort, love the new and discard the old. Please don't blame me for empathizing! At the end of September 1995, the Taipei Eslite Dunnan store was moved from the circle of Ren'ai Road to the Xinguang Building next door. The real reason was rent considerations. "Moving" is actually a very complicated emotion, and it takes a full inventory of expendable property, permanent property, inventory and accumulations.Limited cardboard boxes, a lot of wasted tape, strange pens... You can move paintings, photos, books, boutiques, tangible weight, but you can't move the scenery, the smell of people, the space mixed with dialogue, and the wandering mood of running away during working hours , The first youthful date memory.

There is no curfew tonight, Eslite stays up all night on Renai Road. From 11 a.m. on September 23 to 9 a.m. on September 24, 1995, tens of thousands of people flocked into the old building of Eslite Dunnan, small theater performances, flea market fairs, Chen Mingzhang's open-air concert, and an all-night dance party and beer. The theme of "Happy New, Loving the Old, Moved to the Old", just wants to take advantage of the little thoughts of all urbanites living in the East District of Taipei, a little bit of nostalgia, a little bit of derailment, a little bit of struggle, a little bit of reluctance, and a little bit of excitement ...To constitute the largest emotional relocation event of Taipei people, that's all.

Copywriting Work 2: After hearing a "beep" on the message board, please leave a message about the lover who broke up on the message board at the train station. The delivery phone number for the pizza on the company message board. Lipstick stamps on bar message boards and Heineken beer caps. Before moving, Eslite left a 15”×21” wall as an emotional answering machine to collect everyone’s thoughts, reluctance and waiting for an answer. If you will come to Eslite before September 30, please leave a message after hearing the "beep". You are not in the inspiration idea before the copywriting, so I leave a message to tell you my new home phone number, my new office phone number, my new mobile phone number, my new address, and my new life.

Moving is to escape the old life, but I really can't let go of you. The blank space of the message board was finally filled with all kinds of graffiti and messages. The ground was full and moved to the Dunnan new hall. Note: According to the 125th issue of Taiwan's "Breakthrough" magazine in 1995, Eslite's "Happy New and Loving the Old? Moved Bookstore and Farewell to Love" activity has set three major records in the history of bookstores in Taiwan: the longest business hours (18 Hours), the most crowded (more than 20,000 people), and you have to queue up to buy books at 3 o'clock in the morning.On the same day, 6,000 invoices were issued, and the performance was as high as NT$3 million.