Wallpaper* founder Tyler Brûlé on the magazine’s ‘occasionally naughty’ start
Tyler Brûlé, Wallpaper* founder and editorial director from 1996 – 2002, on the auspicious start of our ‘curious, global, slightly decadent and occasionally naughty’ magazine. Brûlé's recollections feature in the ‘25 Years of Wallpaper*’ series, published in our October 2021, 25th anniversary issue
Let’s start at the very beginning. It’s summer 1996 and in a small design studio in Vienna the first, freshly designed pages of a soon-to-launch magazine are being pinned on a wall. Art director Herbert Winkler is selecting pictures, playing with cover concepts and smoking non-stop. On a nearby desk, a copy of The New York Times is open to a page with a report about a curious new title that will soon hit newsstands. Back in London, where the magazine is based, ad pages (Gucci, Versace, The Gap and many more) are being shipped to the printer in Austria, while the £100,000 that’s been raised for this venture is dwindling fast. Can we pay the paper bill? The courier costs? And will there be enough money for a party?
A few days later, on a sunny morning in early September, the first issue of Wallpaper* hit newsstands across the UK and around the world. On the cover, a handsome young man and an elegant woman gazed out to the reader from their Manhattan apartment; hanging in the foreground, the simple coverline ‘Urban modernists’ set the the tone for who this title was targeting.
In the weeks that followed, our little office filled with bouquets of congratulations. Media columnists liked what they saw, and brands big and small from the worlds of fashion, furniture and hospitality wanted to be featured in our pages and buy advertising. It took a few months to get issue two out the door, but gradually we found our rhythm and Wallpaper* established itself as a curious, global, slightly decadent and occasionally naughty periodical with a passion for architecture, industrial design, entertaining, fashion, the Nordic world and plenty of travel.
Twenty-five years on, I often wonder if Wallpaper* was the last great launch from the golden years of magazine publishing. If talent, ambition, creativity, focus and audience are a gauge, then I feel it’s a confident contender for such a title.
INFORMATION
A version of this article appears in the October 2021, 25th Anniversary Issue of Wallpaper* (W*270), on newsstands now and available to subscribers –12 digital issues for $12/£12/€12.
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
-
Molly Goddard on creating a community of contemporary brides
As new Molly Goddard bridal wear is released, the designer talks about creating romantic but real wedding dresses, while three recent brides tell the stories behind their own Goddard gowns
By Jack Moss Published
-
Palazzo Roma embodies the heritage of Roman noblesse
Palazzo Roma, part of the Shedir Collection, boasts eclectic and eccentric interiors by Giampiero Panepinto
By Luke Abrahams Published
-
Boise Passive House’s bold gestures support an environmentally friendly design
Boise Passive House by Haas Architecture combines sleek, contemporary design and environmental efficiency
By Ellie Stathaki Published
-
25 years of Wallpaper* magazine marked by team members past and present
Wallpaper* friends and family on 25 years of special memories, from having tea in a Richard Neutra house to shooting behind the scenes in the Vatican. These recollections feature in the ‘25 Years of Wallpaper*’ series, published in our October 2021, 25th anniversary issue
By Rosa Bertoli Last updated
-
When Karl Lagerfeld met Zaha Hadid: Suzanne Trocmé on Wallpaper’s most memorable shoot
Contributing editor Suzanne Trocmé, who has worked for Wallpaper* since 2003, on celebrating our magazine’s tenth anniversary, in 2006, with a creative match made in heaven. Trocmé's recollections feature in the ‘25 Years of Wallpaper*’ series, published in our October 2021, 25th anniversary issue
By Suzanne Trocmé Last updated
-
Artist and designer Faye Toogood on how Wallpaper* shaped the way we live
Artist and designer Faye Toogood, a Wallpaper* contributor since 2007, on our forward-thinking magazine. Toogood’s recollections feature in the ‘25 Years of Wallpaper*’ series, published in our October 2021, 25th anniversary issue
By Faye Toogood Last updated
-
Albert Hill: how Wallpaper* inspired The Modern House
Albert Hill, who joined Wallpaper* as associate design editor in 2001 and remained a contributing editor until 2019, on how one particular commission inspired him to found alternative estate agency The Modern House. Hill’s recollections feature in the ‘25 Years of Wallpaper*’ series, published in our October 2021, 25th anniversary issue
By Albert Hill Last updated
-
When Joseph Kabila summoned Wallpaper* to his Presidential Palace
Richard Cook, Wallpaper’s editorial director from 1999 – 2016, remembers his encounter with an unlikely fan of our magazine, Joseph Kabila. Cook’s recollections feature in the ‘25 Years of Wallpaper*’ series, published in our October 2021, 25th anniversary issue
By Richard Cook Last updated
-
Tony Chambers, former editor-in-chief, on Wallpaper’s greatest journeys
Adventures in Brazil, Russia, India and China – Tony Chambers, Wallpaper’s former creative director-turned-editor-in-chief (2003 – 2018), reflects on epic journeys during his tenure. His recollections feature in the ‘25 Years of Wallpaper*’ series, published in our October 2021, 25th anniversary issue
By Tony Chambers Last updated
-
Culture shock: Jeremy Langmead on his days as Wallpaper* editor-in-chief
Jeremy Langmead, former Wallpaper* editor-in-chief (2003 – 2007), remembers the spotless office and flawless staff who introduced him to the wonderful world of design and architecture. Langmead’s recollections feature in the ‘25 Years of Wallpaper*’ series, published in our October 2021, 25th anniversary issue
By Jeremy Langmead Last updated
-
Design studio Takt Project’s ‘bird’s-eye view of the world’
Takt Project founder Satoshi Yoshiizumi was chosen by Nendo as one of 25 creative leaders of the future for Wallpaper’s 25th Anniversary Issue ‘5x5’ project. His studio’s work explores design's impact on society through technology and engineering
By Rosa Bertoli Last updated