DDI shifts design store Top3’s catalogue to glossy magazine
Australian design store Top3 has revamped its catalogue, transforming it into a bi-annual magazine with independent agency DDI.
The catalogue featured new design products and was released each season, but the rise of ‘cheap, disposable alternatives’ has forced the company to reinvent its publishing model.
Top 3 Magazine
Top3 Magazine will feature 76 pages and will be published by DDI in both summer and winter.
Terri Winter, CEO of Top3, said the magazine was an opportunity to have proper conversations with customers.
“It might seem strange that we’re going back to a magazine when so many say that magazines are dead, but we decided that rather than being forced to pay the earth for tip-ons and inserts, we’d just take ownership of the media ourselves,” Winter said.
Caroline McLaughlin, managing director at DDI, said the magazine as an “unashamed disruptive play” by a challenger brand.
“There’s a trend right now called ’The Tactilians’ which talks to how much we crave touch both physically and emotionally in a world filled with sleek, cool surfaces. Fact is we now touch our smartphones more than any other surface, which is changing the way we process emotions.
“With a magazine such as Top3 Trends it’s easy to get caught up in the dream state, touching the stock of the pages and seeing beautiful objects,” McLaughlin said.
The first edition has been published today.
