Fully booked

That said, the daughter believes the move to Hong Kong was quite strategic: "We have seen growth in the area over the last years and the response we've gotten so far in Hong Kong has been very positive. It's a crossroads between East and West, and it's a very good point from which to do other things." She says the Hong Kong mentality and the language factor make the company feel at home, too. "It's not the same as, say, Tokyo, where communication may be really difficult." 

While Taschen's books often straddle the culture and luxury markets, the company has accessible books for as little as HK$140 ($18). Taschen isn't tempted to emulate the extravagant marketing drives of other high-end Western brands in the Asia-Pacific region, including the mainland, which she feels has become "a bit saturated" with luxury items. "I think there's more demand for arts and culture now," she says. "Our company is not always run in the most commercial way - we are kind of an anachronistic business, doing books, but we also take the time we need to do things right. Some of our books take years to produce."

A case in point is the publisher's latest project, a collaboration with Ferrari that took 17 years to complete - coinciding neatly with the opening of the Hong Kong shop. The book's presentation case was created by acclaimed industrial designer Marc Newson in the shape of a racing engine.