A photogram (sometimes referred to as cameraless photography) is the process of making an image using silver based paper. Rather than projecting down onto the paper using an enlarger and negative the image is created by simply laying an object on the paper and then exposing the paper.
The process produces a negative of the object.
Rather than printing negatives this was an opportunity to try something new. The irony is that the web for all that it is can not allow the viewer to 'feel' the paper.