Neustatt

A MAGAZINE ABOUT AN ABANDONED BUILDING, ABOUT ITS HISTORY, ITS CURRENT STATE AND ITS FUTURE
editorial design
photography
cooperate identity
type design
2019

02

06

Our environment tells us stories, if we decide to listen. This happened to me when I passed this unique building in Vienna. Close to the famous MQ and the shopping street Mariahilferstraße, there is an old gallery of an important art collector. The „Haus der Bilder“ (house of pictures). This building told me its story and it inspired me to pass it to others

For the visuals I decided to show the building in perspectives that are not common. I wanted to give a view to the tiny details and the parts of the building that are not visible when you pass it on the street. I also wanted to give the letters on the facade some spotlight as they have been the reason why to did the research on this building. To give new perspectives I picked several uncommon spot like from the house across the street.

What is Neustatt?

A magazine always needs a bigger instance that has values and interests. I decided to create a brand that is interested in the story of lost places. In the first edition, the main topic is the building "Haus Der Bilder"
I picked a building as the main topic for my bachelor project. I had to figure out how I wanted to tell the story of a building, which topics were important and which types of media were best suited for that.

Before I thought about the magazine, I had to create a concept for the brand releasing this magazine. I continued asking myself several quastions.

What stories and content can I offer  my audience that is new and interesting for them?
How will I show the aspects of the building that fascinated me and how will I put the building in new perspectives, unknown for the regular passengers?

The magazine tells the story of a building, so there is a past and a present. To give the forgotten building some perspective I decided to speak about its future as well.

Chapter 1

The chapter about the past of the "Haus Der Bilder" should remind the readers about the glory of the gallery in the past.
In this chapter I wanted to use a retro way of creating Hierarchie, the lines and the initial letters were my main design tool for that, but also the amount of text on the page. I wanted to create pages that are characterized by the text and not by pictures or other elements. The serif font is also a reason why this part of the magazine looks so classic.

Chapter 2

The chapter about the present state of the building is heavily influenced by the urban life. As the building "suffers" under the natural wear and tear of the city or because of smearings or grafittiy by the people, the pages should resemble those influences as well.
The layout is no longer bound to rules and every pages in unique in its look as every detail of the building is.

chapter 3

For the third chapter I decided to give this space to uprising artist who are connected to the topic of forgotten architecture or to this building in particular.The two artist are portrait in a long interview with pieces of there work.

"Magda Resch and Filip Lav, two artists that deserve a place in the spotlight"

In terms of design this chapter evolves into something modern. There are no initials anymore and there is color involved. The main layout stayed the same but all its elements are changed in way that I showed a modern approach. There is no serif font anymore and there are rules in the design. This way I created a clear cut from the second more urban influenced chapter.

I wanted to showcase what this building and this magazine is capable, therefore I wanted to present my audience artists that deserve a space to present themselves.

MAGDA RESCH

Magda Resch is a talented photographer and graphic designer. She is working on a similar topic in her hometown.

Filip Lav

Filip Lav is a Viennese artist with rotes in Macedonia. He studied in London and New York. Lav’s work deals with utopian phantasies based on the model of organisms. His sculptures are ornate hybrids, jester-like and pompously extroverted. 

Filip Lav is connected to the building as he actually been there during its last years of being a art gallery.

A story of a forgotten building