The magazine approached South African designer Peet Pienaar, Creative Director of Daddy Buy me a Pony, as the first artist to contribute to the project. He has to forward his contribution to a designer of his choice in another world city, who in turn will request another artist to participate. Each artist selects another artist on the grounds of respect and admiration for the other person's work until the tenth designer has made his/her contribution.
Dazed & Confused has no control over the route the project will follow to its conclusion and will simply prepare the material for publication when all the contributions have been received.