Advertising consultant Cayce Pollard, who reacts to logos and advertising as if to an allergen, arrives in London in August 2002. She is working on a contract with the marketing firm Blue Ant to judge the effectiveness of a proposed corporate logo for a shoe company. During the presentation, graphic designer Dorotea Benedetti becomes hostile towards Cayce as she rejects the first proposal. After dinner with some Blue Ant employees, the company founder Hubertus Bigend offers Cayce a new contract: to uncover who is responsible for distributing a series of anonymous, artistic film clips via the internet. Cayce had been following the film clips and participating in an online discussion forum theorizing on the clips' meaning, setting, and other aspects. Wary of corrupting the artistic process and mystery of the clips, she reluctantly accepts. Cayce is not entirely comfortable with Ivy's chat group called "Fetish:Footage:Forum" (or F:F:F), as shown by the following excerpt:

The first strand of the novel follows Hollis Henry, a former member of the early 1990s cult band The Curfew and a freelance journalist. She is hired by advertising mogul Hubertus Bigend to write a story for his nascent magazine Node (described as a European Wired) about the use of locative technology in the art world. Helped by curator Odile Richard she investigates Los Angeles artist Alberto Corrales, who recreates virtually the deaths of celebrities such as River Phoenix. Corrales leads her to Bobby Chombo, an expert in geospatial technologies who handles Corrales' technical requirements. Chombo's background is troubleshooting navigation systems for the United States military. He is reclusive and paranoid, refusing to sleep in the same GPS grid square on consecutive nights, and only consents to talk to Hollis due to his admiration for The Curfew.