In freely connecting architecture and typography the architect duo heri&salli (Heribert Wolfmayr and Josef Saller) joined forces with Ellmer Stefan and Johannes Lang to questing for stories in the 10th district. On their first expedition to sound out their conceptual approach, what struck them most was the very real historical and architectural situation of the Brotfabrik Wien and the pragmatically simplifying visual realization, for instance in renderings or real estate brochures. Launching out from the letters on the front of the former industrial complex, the project endeavored to make existing stories read- able. Why does the latter “A” look different in a reproduction than when originally used? And what happens in the reproduction phase? The architecture-typography pair documented their ideas on the narrative function of design in recordings and in part minimal interventions.