The creators of der:die:das: describe it as “a monothematic magazine made in Zürich, which examines items, objects and various ‘things’ from everyday life, trying to get to the bottom of their meaning to newly orchestrate them. Next to their meaning in everyday life the items will be put in an art and design discourse, in order to reveal the bizarre and the established all at once.” Items are selected according to the alphabet; this first issue is all about the apple, with full-color photographs and German texts (a supplement of English translations is included) dissecting and analyzing this common fruit.