The opening of a new Los Angeles Blu Dot store and Los Angeles-area photography brought a lighter tone to this year's catalog. The reinvention included a larger size for more impact while using less paper; cut mailing costs in half. Like a children's book, it's reversible— the front is mostly pictures and serious details and specs are on the back. 48 pages, 10 1/2 x 14 1/2, 4-color and one PMS, saddle-stitched, thin opaque web sheet.
