Saturday, January 28, 2012

A Mens Magazine that MATTER (S)

Kilimanjaro's creator Odukoya has his own creative agency called OMO  and has just launched a new bi-annual men's magazine called MATTER that takes technology, style and conceptual art as its stance.

"I'm really excited about Matter, mostly about the content and what it could be," says Odukoya of his new title, the first issue of which has just been printed. "A lot of men's magazines are overly sartorial and I don't think that's really what the contemporary man is supposed to be about," he continues, explaining that Matter is interested in technology but not in a way that is concerned with divulging the latest updates from Apple about forthcoming hardware, but rather in a way that is fascinated with how technology and humanity collide.
"Matter's USP is that it is the first art and style publication to examine these subjects through the lens of modern technology," says Odukoya.

And so it is that the first issue of Matter contains an interview with musician Tricky, who Odukoya managed to track down using the internet, email and no small amount of perseverence; an interview with Daniel Eatock about his DIY website tool, Indexhibit; a feature on Professor Gerd Hirzinger's work with soft robotics; and an email discussion between Shaun Belcher and Matthew Collings about Collings' recent experimentation with image analysis online using Facebook photo albums.

"There's something geeky about these things," admits Odukoya, " but I'm interested in the experiences, the freedoms that technology today gives us," he says. "Technology allows us to do so much and we're looking to edit those experiences and present them as a beautifully curated package, a library of optimism."

From a design point of view, Matter is interesting in that there is no formal grid system at work. Rather Odukoya and Matter's designer Joseph Pochodzaj have selected a single serif text typeface that is used throughout the magazine in various weights and italics. The idea is simple, each story dictates its own layout. A number of different papers feature too, sometimes changing halfway through an article from uncoated to gloss or vice versa.
Here are a number of spreads:

The website for Matter currently shows a film of someone flipping through the magazine, spread by spread. "We didn't know how to approach the design of the website," admits Odukoya, "so we just had the video of someone flicking through the first issue. But actually people seem to really like it. The site has already attracted more people than all the ones that have taken a year to do. I find this really interesting. I'm excited constantly by how the internet can surprise you and make you see things or experience things in a different way."


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