• Vici MacDonald works as a writer, editor and art director for clients including Oxford University Press and The Art Newspaper. She was a founding editor of contemporary art magazine Art World, and author of Rosalie Gascoigne (Regaro, 1997), a monograph on the late Australian sculptor (1917–99), renowned for poetic assemblages of found text. In collaboration with the poet Tamar Yoseloff she founded Hercules Editions, a small independent press combining poetry and prose with art and archival material, to create beautiful small books. Their first project was Formerly, which paired Tamar’s sonnets with Vici’s photos in a tour of disappearing London. The book was exhibited at London’s Southbank Centre, and shortlisted for the 2012 Ted Hughes Award.
To contact Vici MacDonald:
vici [at] infinityland [dot] co [dot] uk
Find Vici MacDonald online:
Instagram: @ShopfrontElegy – some instas of this blog
Photo project: Burglar Alarm Britain – where vigilante culture meets vernacular design
Hercules Editions: www.herculeseditions.com – poetry publisher
Book: Formerly – disappearing London in poetry, photos and route-maps
Hercules Editions books
Art World magazine
Rosalie Gascoigne book
Formerly: a book about disappearing London
Shopfront Elegy 
Hi Vici. I’ve just discovered you and am hooked!
I do know how one can become obsessed with the look of certain things and I understand your fascination with shop fronts but I do find them quite sad. When I was at Art College I became fascinated by cat’s eyes – distorted ones really look like faces! I’ll watch your posts with interest. Sheila
Thanks for the comments – I take it you mean reflective cat’s eyes in the road?
Yes that’s what I meant. I should have made that a bit clearer!
Yes, it would have been a bit weird if it was actual cats!
Hi Vici,
I really want to buy a vintage alarm bellbox! any idea where I can look? Ebay has nothing!! Thanks, Jonathan
Ha, no idea I’m afraid. Maybe one of the commenters to this blog will know, most are very knowledgeable.
I do not seem to get your postings now for some reason
That’s because I didn’t post for a couple of weeks – getting back on it now!
Vici – I’m looking for the name of the font which you use in your own logo ‘shopfrontelegy’ – I cannot track it down and used to see it everywhere in Scotland in the 1970’s – hopefully you can help! Cheers, Barry
The name when it was invented, in late 1940s in France, was Profil. But the only digital version is called, for some reason, Decorated 035. Not very memorable!