Lifestyle magazines offer a seductive, accessible and aspirational view into worlds that most people can only dream of. In reality, they are mechanisms to deliver advertising to passive, suggestible consumers, and the boundaries between advertising and ‘advertorial’ are often extremely blurred.
One copy of Wallpaper was reproduced, but all the editorial content was stripped out, leaving only the advertising brand names as they appeared page by page.
A copy of Elle Decoration was also reproduced, but in this version, editorial content was taken from around fifty other editions of the magazine. One phrase or sentence was reproduced on each page.
To neutralise the powerful graphic language of the lifestyle magazine, a new, oppositional language was created: black text only, a single font, with text size dictated by the boundaries of the text box in the page layout software.
Twenty issues of each magazine were produced.