Our Take —
A few years ago, many wondered how magazines could function with two Editors in Chief. Now try three: Albert Handler, Doris Rothauer and Ulrike Tschabitzer-Handler. But, if as was suggested, that any more than one head honcho would result in tension and disarray on the page, Austira’s A Guide magazine deftly sends that assumption packing. A Guide magazine is, quite simply, one of the most coherent titles around today, really understanding the notion that a magazine can be a ‘curated’ space.
Based in Vienna, A Guide launched itself openly cognoscent that it isn’t exactly the most conducive of economic landscapes into which to launch a new title. But, this is a magazine that hopes to bring a few twists into the high-end magazine market. Most obviously, as the name suggests, the magazine intends to offer an in-depth city guide within each issue, the first two issues being devoted to it’s home town of Vienna. Additionally, it plans to reposition the idea of the ‘lifestyle magazine’ as one in which more in-depth and intelligent coverage of current affairs or an economic perspective can be brought into the mix of fashion, culture and celebrity.
The crisp art direction by Albert Handler (yep, we’re getting the feeling it’s all about multi-tasking) is restrained but far more playful and creative than many other magazine’s covering similar ground; a juxtaposition of modernist starkness and cursive elegance.