"Time as Itself" is an experimental calendar independently designed and published by studio "einai" that explores what design can do other than solving problems and incorporating aesthetics. Its theme is to explore what time is, with each of the twelve months offering unique interpretations and characteristics of time, such as determinism, block universe, and time in dreams. The calendar aims to create a sense of tension between different concepts, showcase the diversity and imagination of different worldviews, and leave a long-lasting cultural impact.

As each month has an independent and complete concept, they are designed as tear-off posters that can be appreciated individually. To express different concepts of time more thoroughly, days and weeks have become part of the design. Although the functionality of the calendar itself will be sacrificed, the design can be made timeless.

The theme of each month are:
January - Origin of day /
February - Dilation of time /
March - Dateline /
April - Dream /
May - Blue Monday /
June - Memory /
July - Schrodinger's Cat /
August - Block universe /
September - Fatalism /
October - Time & change /
November - Priori intuition /
December - Countdown

The calendar is sized A3 and comes with a portable storage box for a better shopping experience. Each torn-off poster properly can be easily carried and stored.