Focus was not born in the mind of a merchant, but in the mind of an artist: Dominique Imbert. To honor his vision and the flame that lights the way for those who have taken up his torch, creating a catalog was not enough. We had to design an iconic object.

A question then arose: what form should we give to the story of such a singular brand? Focus doesn’t fit into any box, follows no model, and it is precisely this that makes it an undeniable reference, both in terms of design and engineering and manufacturing.

Focus obeys no standard. It defines itself by itself. And what if this book was the opportunity to convey its own vision of design, art, and the flame that drives it? Thus, the idea was born: what if we imagined "The Anticonformist Dictionary of Fire by Focus"?

The graphic design of the Anticonformist Dictionary of Fire by Focus is based on the combination of two seemingly opposing principles: rigor and surprise. Its layout follows a precise and systematic structure, evoking the framework of a classic dictionary, while a great artistic freedom brings it to life. A bold typographic choice and varied interactions with the book itself infuse each of the 243 pages with a unique energy, true to the spirit of Focus.

To bring this book to life, we had the chance to accompany the Focus teams at every stage, from design to printing. This adventure also allowed us to collaborate with DeuxPonts, a family-owned printing house founded in 1935 and based in Grenoble. Thanks to its exceptional expertise and commitment to quality, the Anticonformist Dictionary of Fire by Focus took shape with elegance and precision.

Photographs by Simon Jaulmes