The Reading Box

Here's a fictional account of an idea I had this morning while slowly waking up and becoming aware of the morning. I love books, they surround me at home and I like dipping into my reading all the time. I wish I had the time to read more. There is something physical about turning the pages of a book and holding it while you read that I don't think will ever be captured by technology. I've used a few handheld electronic ebook readers and you just don't get the same feeling.

The Reading Box project began as a concept in 2008. The chain opened with one store inside the London North circular road on a trading estate. The large boxlike purple structure attracted attention through its use of bright neon lettering, strong vibrant colour scheme and homely interior spaces. Multi-functional, flexible spaces allowed for white-walled business use as meeting spaces during the day that were converted into softly lit colourful and homely interior spaces in the evenings. Poetry readings, book clubs for an assortment of tastes, fresh coffee on tap, easy internet access, alignment to its own social networking site brought adults together to physically meet in a safe environment. One of the secrets of its success was the alignment of social and commercial use. Reading groups used the bookshop, the staff were knowledgeable on books - being librarians or bookstore workers themselves. Some linked the growth of The Reading Box chain to the increase in printed book sales and in particular print on demand books. Other commentators cite the low entrance fees, library-like atmosphere and the generous "try before you buy" ethos. A person could use the website to discuss authors and arrange groups to meet face-to-face for ongoing discussion while reading the book at the same time. The introduction of author readings added to the appeal. Authors would hold cosy reading sessions for small groups of 15 people gathered around on sofas, beanbags and the floor. Authors preferred the reading sessions to cold, impersonal bookstore signings. Slogans like "The world will be a better place if we all just sit down and read together", "The Reading Box: the space to think", the self-mocking "The Reading Box: Join Us", "Think out of the Box", "The Reading Box: Books. People. Comfort" and designer T shirts created a mini craze for The Reading Box merchandise and some argue merchandise brought more revenue than the nominal entrance fees. Some commentators have criticised The Reading Box for its temple-like rule about leaving shoes in boxes by the door calling it "a soft play area for grown-ups". Others argue that leaving ones shoes by the door is disarming and makes for a friendlier atmosphere. The success of The Reading Box continues now into 2011 despite minor criticisms and the current trend away from doing everything online to a more hybrid approach fits well with the company ethos and the new counter culture where once it was cool to market yourself on the web now it seems cool not to have a web presence at all.