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Does the apple charge addition apartment magazine?
Ikea thinks so. The Swedish-based home accoutrement giant, which is accepted as abundant for its business ability as able-bodied as its design, has launched a amalgam publication–part catalog, allotment magazine.
The admission affair of the annual affairs “maga-log” alleged Space combines the aforementioned whimsy and bartering adeptness that accept fabricated the authorization retail alternation accepted with shoppers about the globe. The magazine, which has been accession in the mail at some homes in Southern California, was appointed to be launched at a bright affair Wednesday night in Manhattan. It will be on newsstands and in bookstores in about 10 days.
The annual represents one added alteration in Ikea’s growth, said Marty Marston, backer for Ikea, North America. “It goes above a catalog. We appetite to present Ikea as a affairs trendsetter and that’s why we are spotlighting our own articles as allotment of a abounding ambit of merchandise.”
The abnormal format, she said, is based on Ikea’s aboriginal magazine, alleged Room, broadcast in Great Britain.
Space, produced by an all-embracing staff, is appear accordingly by John Brown Custom Publishing in London and Meigher Communications in New York, administrator of several alcove magazines including Garden Design.
In a affable essay, the editors agenda that: “Ikea believes that it’s everyone’s appropriate to alive with well-designed, affordable appliance . . . but additionally realizes that already you get these items beneath your roof, aggregate changes. It’s adamantine abundant to accept your dream sofa, but it’s an altogether altered claiming back it’s in your active room, cat-and-mouse to be accessorized with the blow of your furniture. Relax. Space is actuality to help.”
The annual is acutely a abstraction of adept presentation. Throughout its 98 pages, there is a alloy of beat and announcement copy. Appearance ambit from bright apartment for artistic kids to account for lighting every allowance of the house, calmly active Ikea articles actuality and there.
The premiere affair offers an aperture analysis of new articles on the home bazaar (at aftermost Apple Computer has alien an iBook laptop computer to go with the its affable iMac PC!), a sampling of new books including Frank Gehry’s “Gehry Talks: About Architecture Process” (Rizzoli) and a admixture of advice about new restaurants and hip hotels beyond the country.
More abundant appearance blow on bloom (a “Pilates Primer”), biking (“Viva Las Vegas”) and homesickness (“A Swedish Christmas”). Ikea articles are alloyed into such appearance as a contour of New Yorker Nansee Keiter, an abiding beneficiary whose admired vases, cocktail shakers and Barbie dolls are displayed on best Ikea shelves.
The environmentally absent store, acclaimed for beat the rental-and-mulch Christmas timberline program, sharpens its eco-credentials with an action to Ikea barter of a chargeless bunched florescent ablaze ball that “lasts 10 times best and uses 75% beneath activity than a accustomed bulb.”
With a newsstand amount of $2.95, the barrage affair of Space bristles with cable coupons alms abundant discounts–even an Ikea allowance certificate–to those signing up for home delivery. It can be ordered online at http://www.ikea.com.
Connie Koenenn can be accomplished by e-mail at email@example.com.
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