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Chapter 3: Cataloging Ideas: Viable Products by Designers 133 { MAIRA KALMAN various aira Kalman is an illustrator, author, and designer whose artwork is featured in a new edition of Strunk and White's The Elements of Style. She has created many covers for The New Yorker, including the famous map of "Newyorkistan" (created with Rick Meyerowitz). Her 12 children's books include, Max Makes a Million, Stay Up Late, Swami on Rye, and What Pete Ate. She also has designed fabric for Isaac Mizrahi, accessories for Kate Spade, sets for the Mark Morris Dance Company, and with her late husband Tibor Kalman under the M&Co. label, clocks, umbrellas, and other accessories for the Museum of Modern Art. Her work is shown at the Julie Saul Gallery in Manhattan. M Illustration and cover by Maira Kalman for The Elements of Style. Design: Peter Buchanan-Smith. Illustration: Kalman At M&Co. in the 1990s, you were largely responsible, with your husband Tibor Kalman, for a collection of very quirky products that found a huge market and consumed a large amount of your time. How did the watches and clocks with skewed numbers and conceptual faces and the folded paper paperweights come about? Tibor was the driving force. He had incredible momentum, a million ideas, and great pragmatism. The designers at M&Co. worked like crazy. And what did I do? I was half in the background, half in the clouds, and working with Tibor all the time. I mean all the time. We never stopped thinking about ideas and projects. The watches were just, "How would it be interesting to play with how people see time?" The paperweights were more "aha!" Tibor sketched his ideas on yellow legal pads. If he did not like something, he ripped the page off the pad, crumpled it up, and threw it on the floor. He looked around one day and said, "That's it." He had invented a paperweight. There were many styles (blueprint, music). After Tibor died, I created the Prozac paperweight, which was a list of all the antidepressants people took. I thought every therapist would want one.