The idea of going on a ‘blind date’ excites the adventurous and outgoing youth as much as it is dreaded by the pragmatic among the adults. But what happens when the date is with a book?!

Early this month, The Last Word, a relatively new addition to Lahore’s fewer ‘trendy’ bookstores, started a campaign, attractively titled ‘A Blind Date With A Book,’ quite in keeping with February being the host month of Valentine’s Day.

Romance is certainly in the air, as you walk up the rustic, brick-lined stairs to the store. There is hardly anyone in sight. But the quietness of the place serves to set the mood. It draws you in, with its soothing ambience, bright yet subtle lighting and soft-pitched music playing in the background. Oh, it sure is a reader’s haven, to begin with.

The rather laidback appeal of the interior is in sharp contrast with the perfect manner in which the books have been organised.

Rooming through the aisles, you try to decipher what lies veiled in plain brown paper. Well, there are tiny hints, handwritten on the wrapped books, regarding their genre.

To create more tension, you can open the book only when you have bought it. So, it is not difficult to imagine the adrenaline rush you get while standing at the cash counter. Someone with the patience of a saint could bar themselves from going overboard and tearing the wrapper on the spot, revealing the ‘treasure’.

In conclusion, it can be your most interesting or horrifying "Blind Date" ever. Anyone who claims to be a book fanatic would find the notion thrilling, nonetheless.

The idea of ‘A Blind Date With A Book’ may not originally be The Last Word’s. As the store’s brand manager Fahad Nawaz reveals, "It is inspired by an international phenomenon. Bookstores in the UK undertake such ventures majorly."

It is undoubtedly a creative initiative. Though, the number of books sold using such gimmicks may be limited. Harris Hidayat, a student of design, who had a ‘date’ with a book recently, believes that from business point of view organising such events ought to be profitable. "Curiosity drives people to the store," he chuckles.

However, he is quick to add that the "creative team is making a major assumption here that most people would visit [the bookstore] because of the campaign. Only a daring few would take the risk of paying for a book they would possibly never want to read."

According to owner-curator Aysha Raja, the event which concludes February 14 (today), is the third of its kind held annually. "This isn’t the only activity related to books that we have [at The Last Word]; we hold regular reading sessions, talks with writers and intellectuals, and also conduct workshops."