The Book and Library Fair in Gothenburg is every year a huge meeting-point for readers, writers, librarians and those interested in new books as well as books in general. The showcase of Aftonbladet has, during the past ten years, occupied a place at the very centre of the big hall. The authors and speakers who talk there contribute to the impression of a tribune. In this showcase you speak to the audience in order to awaken everybody’s interests and engagement. Our suggestion for the 2007 edition seized upon the idea of glowing agitation. A portrait of Aftonbladet’s founder, Lars Johan Hierta, velvet sofas, audience seats together with rostrum, red banners in a row created the right setting and the turning fans on the flagpoles also helped to cool down the crowds of visitors.