The Mischievous Nature book features all Moomin artwork from the eight Moomin novels by Tove Jansson in one beautiful book. The limited-edition book plus four T-shirts, three hats and tote bag is made by IDEA, a London-based cult bookshop and publisher. In addition to the IDEA online store, the products are available in Unitom Manchester, Daikanyama T-Site Tokyo and Dover Street Market London, New York, Los Angeles and Ginza.
IDEA is the place in London’s buzzing SoHo, where designers, architects, musicians, and artists, including such as Elton John and Calvin Klein, come, as the name signals, for ideas.
Founded in 2009, the family-run IDEA is a used books store and nowadays also a publisher that has reinvented bookselling. Their hard-to-find titles, mainly focused on photography, arts and design, are made available for the worldwide market from the moment IDEA posts a new book to their Instagram – with many of the new publications, sold out on the first day. According to The New York Times, IDEA receives hundreds of inquiry emails daily from executives and fashion students alike looking for inspiration.
All artwork from the Moomin novels in one book
Now IDEA has released a very special project that includes the complete Tove Jansson illustrations from all the Moomin novels, as well as hats, t-shirts and a tote bag with Moomin illustrations. The book, limited to 1000 copies, includes no words and focuses purely on the visual art by Tove Jansson.
“The book is absolute proof that Tove Jansson was the most remarkable illustrator and artist.” – IDEA
Ideal for artists, graphic designers, and Moomin fans of all ages and inclinations, the illustrations tell the stories in this book.
The book includes some 500 illustrations by Tove Jansson. They are arranged in their original order, so you can follow the plotlines like walking through a forest.
A very special book, it even includes a magnifying glass for enjoying the smallest of details by Tove Jansson. And maps and a pull-out classic colour covers section.
And why is the book called Mischievous Nature? According to IDEA, “it relates to the characters’ rather irreverent behaviour and to the natural world”.
In addition to the IDEA online store, it is available in Unitom Manchester, Daikanyama T-Site Tokyo and Dover Street Market London/New York/Los Angeles/Ginza.
Accessorise for that creative flow
The book launch is accompanied by a collection of caps, t-shirts and a bookworm’s tote bag. On the tote bag, it looks like the poor Hemulen is being oppressed by books – maybe by art books, as IDEA phrased it. “We can sympathise!”
The collection includes three embroidered cotton, unstructured baseball hats: the grey Moomin top hat hat, the green Groke hat, and the yellow Moomin Brainwaves hat can be bought here!
Check out also the four all-organic cotton t-shirts, two of which have back prints – this one is called “HEARTBEAT“, and it includes two friends, Moomintroll and Snufkin.
Moomin + IDEA is now available in Unitom Manchester, Daikanyama T-Site Tokyo, Dover Street Market London/New York/Los Angeles/Ginza and the IDEA online store.
Interested in a licensing collab with Moomin? Hit us with your idea by sending an e-mail to licensing@rightsandbrands.com