Penguin challenged me to channel their unique spirit of invention and accessibility to heighten the reading experience for the 18-30 year olds.

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The Challenge was to develop a product, service or experience that enhances the relationship with books for this audience.

The reading experience could cover a wide range of elements such as emotional investment, physical reaction, gaining knowledge and many others. I could target any or all of these with my response.

My response to the brief was to bring together the long standing popular culture of the bar scene and tradiitonal reading as a means to heighten the overall reading experience for Millenials and Gen-Z.