Herb Lester: Crafting Literary Journeys Through Unique Travel Guides

In 2014, Ben Olins embarked on a unique venture that would captivate literary enthusiasts and travel aficionados alike. His London-based small press, Herb Lester, began producing travel guides with a distinctive cultural twist, blending fiction, reality, and the otherworldly.

Olins's inspiration stemmed from a moment in London when he stood before the steps where the Velvet Underground once posed for a famous photograph. This experience sparked the idea of transporting readers into the worlds of their favorite books and authors.

"We can't step back in time. But this gets us a little bit closer. If you have some imagination, it gives you more to work with."

Herb Lester's guides have evolved from general travel to focus on literary and pop culture themes. One of their best-selling maps, "How to Find Old New York," features iconic locations like Argosy Book Store, established in the 1920s, and Isle of Capri, a 1950s Italian restaurant frequented by actor Montgomery Clift and writer Tom Wolfe.

The company's approach to travel is unique, offering a blend of whimsy and historical accuracy. Their guides cover a wide range of topics, from the scandalous locales in "Filthy London" to the mystical spots in "Occult Paris." Literary enthusiasts can explore the crime-writing history of New York City through "The Hardboiled Apple," which traces the footsteps of authors like Dashiell Hammett and Dorothy B. Hughes.

Herb Lester's guides are not just informative but also visually appealing. They feature retro-inspired illustrations, typography, and graphics, making them collectible works of art. Each guide includes unique ephemera, such as vintage-inspired postcards or mini reporter's notepads, adding to their charm.

Collaborations with experts have enriched the guides' content. Gary Lachman, former bassist for Blondie, has authored several guides for Herb Lester, including one on H.P. Lovecraft and another on Aleister Crowley. Lachman's work on "Maigret's Paris" involved mapping locations from Georges Simenon's 75 Inspector Maigret novels to the streets of Paris.

The concept of literary tourism is not new. Destinations like Emily Dickinson's home in Amherst, Massachusetts, and Ernest Hemingway's residence in Key West, Florida, have long been popular among book lovers. However, the recent "literary travel boom" has seen an increase in reading-focused cruises, hotels, and retreats.

Herb Lester's guides offer a unique approach to this trend. They provide readers with the opportunity to explore the settings of their favorite stories, from Agatha Christie's England to James Baldwin's Harlem. The guides often include lesser-known facts, such as the inspiration behind H.P. Lovecraft's fictional town of Arkham or details about his unpublished 78,000-word travelogue of Québec City.

Looking ahead, Herb Lester plans to release guides on Frida Kahlo's Mexico City, Joan Didion's Los Angeles, and Ian Fleming's London. These upcoming projects aim to further bridge the gap between fiction and reality, allowing readers to immerse themselves in the worlds of their favorite authors and characters.

As literary tourism continues to grow, Herb Lester's unique blend of artistry, information, and imagination offers readers a chance to step into the pages of their favorite books, if only for a moment.