of Mexico. La Gunilla Editores is the publishing branch of the MODO organization. It is dedicated to the research and publication of materials related to design and communications. Much of its work complements that of the museum producing books and magazine in both print and electronic forms. Its first eight books include Mexténcil, Calcomanías, Black Book México and Arte Urbe, which relates to graffiti in Mexico as a communication mode. Recorrido con Recordaciones y Encuentros con Conocidos are guidebooks to parts of Mexico and its capital, and El Objeto Insólito, o Solito and Una Gruesa de Colecciones both discuss collecting. MODO’s gift shop promotes young, mostly Mexican designers to distribute their work. Another line of products are those based on the museum’s permanent collection and temporary exhibits. The museum offers workshops, seminars, conferences and other activities designed to promote design and communication. Permanent collection The museum’s permanent collection is based on the private collection of Bruno Newman, amassed over 40 years. Newman began collecting when he was 13 years old, fascinated by his uncle´s stamp collection. He says it was his first knowledge of other countries. He began collecting by purchasing five toiletry containers that he liked from the La Lagunilla Market. They turned out to be of a brand called Pompei from France made in 1910 and no longer produced. When he placed them on a table in his room, visitors were attracted by them. He moved on to old shaving supplies, then to advertisements. He bought things no one else wanted as most collectors wanted old books, colonial pieces and documents. Over the years the collection filled his house, his office and then three warehouses. In the mid-2000s, Newman began the process to found the museum so that the collection would be preserved and studied, especially as it relates to the development of package design, publicity and the graphic arts. The permanent collection is divided into 37 sections based on theme, such as soda bottles, cigarettes, music, stationery, printing material, pharmaceuticals, clothing and textiles and more. The entire collection consists of over 30,000 items dating from 1810 to the present. This collection is too large to be shown in its entirety at the physical museum, so items on display rotate, presented in shows with themes or contexts. The first museum exhibit of the collection was a selection of 3,200 pieces entitles “Nostalgia for the ordinary.” Most items are