Perfect bound, semi glossy, rectangular; Alessandro Mendini stares out, framed by the surrounding furniture charmingly placed around him. There’s an air of relaxation and intimacy, a subtle invitation into his home and space. The title simply states the publication, Apartamento, with the description ‘an everyday life interiors magazine issue #19’ followed by a list of those featured. Simple and slightly quaint, yet my fingers are itching to flip through and absorb as much as possible, excitedly adding the current issue to my growing collection of Apartamentos.  I’m a student on a student’s budget but how, in an age of technology where mainstream print is dwindling, has my collection of Apartamento magazines become a ritualistic experience, it's tangibility commodified and necessary to my own quality of life? And how is it that I’ve come to value my interaction with the magazine to the point where the physicality of the object is worth the fairly high price point (25$)?

 

Apparently I'm not alone in my obsession of the title. Starting back in 2007 by Omar Sosa and Nacho Alegre the magazine describes itself as an everyday interiors publication but the breadth of subject matter and the depth in which articles are conducted have made it one of the most successful publications today. Since it's inception the magazine is now available in over 45 countries with over 40,000 copies per publication that, often times, sell out and it makes sense. Apartamento sets itself apart from it’s competition because it's core concept is not based on objects but the human relationship with objects and how to portray individuals honestly within their spaces. It delves into the homes of artists, designers and lesser known celebrities with a view point of the raw individual allowing the viewer a glimpse into the intimacies of the home and a realness that is often lacking in the clean pages of mainstream interior design magazines. This approach has attracted a cult following and over the years has cemented Apartamento as a representation  of integrity and honesty, free of the pretension and elitism that often marks design.

 

The company’s actions following their success further reflects the values they have established. Over the years, the publication has increased by over 100 pages meanwhile retaining relatively the same amount of articles. It’s focus: deepen the content rather than increasing shallow explorations. Same goes for the scale of the company, the magazine has at times restricted its own growth, avoiding paid promotions, in order to retain the honest direction that was the basis of the magazine.

 

What truly sets Apartmento apart from the general magazines is it’s tone or lack of tone. Omar Sosa in an interview states:

 

“Each publication has its own tone and way of interviewing. In our case it changes depending on the interviewer and interviewee, we have as many voices as collaborators, as we like to curate but not patronise the content or give a unique voice to the magazine.”

 

In this sense Apartmento captures personalities lending to the individuality of interviewers and interviewees to shine through rather than imposing the publication’s own image.

 

Within the context of the company’s conceptual identity the lower case logotype works symbiotically with the content imagery, unimposing and humanistic with it’s organic swells and curves. The photography and typography lends itself as tools projecting the individuality of an article, contextualizing and complementing the written content . The organic approach to curation and the careful pairing of photographer, designer, writer and subjects only adds to the overall harmony of each issue and makes it clear why the value of Apartmento as a brand extends beyond the internet sphere where a majority of publications find themselves, and is worthy of a spot on my bookshelf.