London – Fans of Hot Chip will receive a unique cover sleeve with their purchase of the band’s latest album.
For the release of Why Make Sense, available from 18 May, the band worked with visual artist Nick Relph on a striking illusory design that changes for each recipient.
According to the band’s label Domino Records, Relph uses a ‘bespoke printing technique’ combined with an algorithm capable of generating subtle combinations of his artwork.
Whether the album is bought as a CD or vinyl shouldn’t matter, the incentive being to spurn Spotify and invest in a real collector’s item.
For more on brands rejecting the rigid constraints of contemporary design, read our Different Design Every Time microtrend.