Mirage is a joint venture by Frank Rocholl, the editor, and the South African fashion photographer Henrik Purienne. Mirage has 400 pages and wants to be a hybrid of a fashion and an erotic magazine. The journal is extremely successful on its key markets in the USA, Asia and France. Mirage is rather an object than a publication, its main feature being sumptuous compositions of images and an unconventional aesthetic appeal that Frank Rocholl calls »stimulated experiences«. Thus, Rocholl and Puriell rely on a printed product, i.e.