Regular CR readers may recall we wrote about large format magazine Kilimanjaro and interviewed its creator Olu Odukoya back in 2008 (read that piece here). Now Odukoya has his own creative agency called OMO Creates and has just launched a new bi-annual men's magazine called Matter that takes technology, style and conceptual art as its raison d'etre...
"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."
CR in Print
If you enjoy reading the Creative Review website, we think you'll enjoy reading the magazine even more. The December issue of CR includes a profile piece on the independent creative scene in Liverpool, a major interview with Dutch book designer Irma Boom and a great piece on 'Poster King' Edward McKnight Kauffer. You'll also find articles on Dentsu London, a review of the Walker Art Center's Graphic Design: Now in Production show and a fascinating debate on the clash between design and advertising betwen Wally Olins and CHI's Dan Beckett.
And if that wasn't enough, the issue also includes a FREE paper toy for readers to cut out and customise.
If you would like to buy this issue and are based in the UK, you can search for your nearest stockist here. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
sounds interesting, looks clear and simple. Tried viewing it online, but it didn't seem to work?
white frames + serif type + credits as headlines. Fantastic Man?
Omo creative director knows too well what the other art directors do…
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