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Ananas Verlag: Clemens Ettenauer prints out of passion and joy
Find out how Clemens Ettenauer is reinventing his passion for printing with his Ananas Verlag and supporting creative projects from the region - without any pressure or financial stress.
Ananas Verlag: Clemens Ettenauer prints out of passion and joy
Clemens Ettenauer, an experienced publisher from Vienna, founded his own publishing house last summer, which is all about his passion for printing. Ananas Verlag, named after a personal tattoo, is based at Balderichgasse 33 in Hernals. Ettenauer has lived in this district for eight years and takes the opportunity to support local creative talent in realizing their projects.
After more than a decade in another publishing job that was characterized by high economic pressure, Ettenauer decided to become self-employed and found his own publishing house. For him, economic pressure was often a hurdle that hindered his enjoyment of printing. “It was always nice, but it always came with a lot of pressure,” he reflects on his past experience. In his new venture, he wants to approach things differently and give space to creative projects that are close to his heart.
A focus on regional projects
At Ananas Verlag, Ettenauer takes a relaxed approach: “I do it more or less for fun.” This allows him to implement smaller projects that he enjoys without constantly worrying about the economic success of selling beech books. He is currently concentrating on printing postcards, posters and calendars and has excluded books from his program due to the high volumes and risks involved. This decision frees him up to focus on something more fun.
His most recent projects include collaboration with a colleague from Ottakring, which resulted in a wall calendar for the 16th district. Ettenauer values this form of regional collaboration very much, as it not only promotes creative ideas, but also strengthens the community. “It’s actually not that important what the publisher is called,” says Ettenauer, “but rather that the fun isn’t lost.” This philosophy is also evident in the way he runs his publishing company, emphasizing the importance of creativity and joy in the publishing world.
Ananas Verlag could establish itself as a pioneering alternative for many creative minds in the region who are looking for a space to realize their ideas without the pressure of the market. “I realize that there are also many who find themselves in the same situation,” adds Ettenauer, suggesting that the passion for printing and design could be experiencing an exciting revival in Hernals. For Ettenauer one thing is clear: it's about more than just printing materials; it's about returning to the joy of creativity and the unique experiences that come with it.