G+J launches interior design magazine IDEAT
Gruner + Jahr's newest launch is anything but conventional. IDEAT is unconventional regarding topics, visuals, design and how it addresses its readers. The interior design magazine adds an international premium brand to Gruner + Jahr's portfolio of magazines in the modern living segment (SCHÖNER WOHNEN, LIVING AT HOME, HÄUSER and COUCH) and strengthens its market leading position.
Matthias Frei, Publisher Living at Gruner + Jahr: "The segment of premium interior design magazines in Germany is very sharp and highly attractive, but it did not show a great level of innovative strength in the past years. IDEAT will add a new touch to the segment and will breathe new life into it."
Through unusual motifs and a twinkle in its eye, the large-scale launch campaign transmits the concept of IDEAT: a gold-plated turd sitting on a designer sofa, a flamingo standing in front of an artwork in a gallery, and a naked Greek sculpture reclining on a sofa. The claim: 'Not just another interiors magazine', explains the curious visuals.
IDEAT is a modern premium title for an upper-class target group, valuable and chic, but not elitist. As an inspirational source for a new generation the magazine reflects an international zeitgeist which has little to do with conventional status symbols.
Bettina Billerbeck, editor in chief of IDEAT: "The topics of IDEAT range from unusual home stories and portraits of creatives to destinations and trips for those who are passionate about design. It is about art, fashion, photography, architecture – all aspects of good design. The contents are international, the whole magazine is more contemporary, courageous and gladder than classical interior magazines. IDEAT is oriented to the tastes of an urban generation at home around the world and to all open-minded persons looking for hip hotspots. It is not about representation but rather about expressing one's very personal style."
IDEAT is an international brand. Gruner + Jahr acquired the license from IDEAT Editions. The magazine was founded in 1999 by the publisher Laurent Blanc in France where it became the market leader in the interior segment's ad sales. In 2015, IDEAT China was established.
In Germany, IDEAT will be published six times a year. After the first issue was launched on 13th September, the second issue will be published on 15th November 2017. On average, the magazine consists of 260 pages, the print run is 100,000 copies and the cover price is 6.50 €.