The editorial letter of the first issue of MacGuffin features two pixelated pillows on either side of the page (below), a motif repeated from the front cover. The text is the duvet, and the paper stock is thin and slightly transparent, similar to a hotel bed sheet. Like a Hitchcockian ‘MacGuffin’, the magazine isn’t interested in things that are iconic, but rather in the mysterious, unexpected things that set a story in motion – and so for their first issue, as the editorial letter visually suggests, the publication focuses on beds. At design fairs,...