In 2005 Neiman-Marcus commissioned Kern to design and photograph a limited edition pop up book to celebrate the store's 100th anniversary.  Consisting of seven spreads, each touching upon an important tradition and history of the store, the project took two years to design, photograph, assemble, and publish.


Kern photographed hundreds of images to build the spreads and their moving parts.  The first pop up book designed for subsequent original photography (as opposed to using existing images), this necessitated objects and the model to be photographed to specific plans, often simultaneously from opposite sides for those parts of the book which showed the front and back of an object or person. This was a challenge of perspective and lighting, especially with the human form.


The entire exterior of the original downtown Dallas store, plus every interior wall of every floor was photographed for one spread alone.


Interactive features and hidden compartments were designed throughout the book.  A sequence series of the model blowing a kiss was made into a hologram and embedded into a clock face for a spread about the "future."


Commissioned by Ann Richardson, Creative VP Neiman-Marcus, 2005


Project oversight: Tim Flannery, Creative Director Neiman-Marcus


Spread concepts and photography:  Geof Kern


Paper engineer:  Kees Moerbeek, Netherlands


Retouching and die cut paths:  Imaginary Lines


Publisher: Melcher Media  2007


Model, all roles: Ruslana Korshunova


Korshunova (1987-2008) tragically passed one year after the book's publication.