‘Time is an illusion’ is a catalogue design challenging to annihilate the chronological preception of a furniture design collection by the Athens based AL2. Making a reference to the revolutionary sixties ‘Avant Garde’ magazine designed by Herb Lubalin seemed to us a logical statement. A thought that debuted from the existing AL2 logotype that did use a geometric typeface directing us to use ‘ITC Avant Garde Gothic’. Consequently, we opted to stick to the emblematic ‘Avant Garde’ square format of 11″ x 11″ (about 278 x 278 mm) The bold red is also an extraction from the AL2 existing corporate identity, obtained by inverting there corporate cyan blue. This red besides of being again a very clear note relative to the militant ‘Avant Garde’ spirt did also in our vision evacuate the limits of time.