The Book That Can’t Wait.
Really interesting idea & video - This book is printed with ink that reacts to light. The book arrives in a plastic bag, as soon as you open it the ink begins to react with light and oxygen and decompose meaning the book only lasts 2-4months.
The concept behind it is to represent the struggle of new authors; people buy books but may not read them for months, years or never which makes it difficult for new authors to ever write a second book if no one ever reads the first.