Archireaders - Magnolia Journal

"We believe in home, that it should restore us from today and ready us for tomorrow" […] MAGNOLIA MANIFESTO

The founders

In Italy, they're known as the stars of the docu-reality show 'Casa su Misura' (Fixer Upper N.d.A.). Joanna and Chip Gaines have built a 100% recognisable identity under the brand name 'Magnolia Home'. I was instantly hooked by their approach to design, which favours restoration, DIY and traditional elements. I subscribed to Magnolia Journal as soon as I could! This magazine, styled as a diary (which in English is 'journal' N.d.A.), could have been a record of their work and the method used to make it. I was thrilled when it turned out instead to be a collector of projects and experiences, with a focus on the community.

Over the years, their communicative traits have evolved and consolidated in a really exciting way, but the content has remained true to itself. Some of you were so intrigued by the fact that I was reading an American magazine that you asked me: what are they talking about?

Narrative style

From the very first moment, it was clear that this magazine was a deliberate and conscious creation, fully conveying the Manifesto of the Magnolia Home founders. The topics covered are linked by a common thread, the main theme, which from 2017 (founding year, ed.) to 2019 was part of the broader framework of an annual theme. From 2020, this frame is recalled, but it's not until the final issue of the current year that it's fully appreciated.

Taking a theme as a starting point, projects and life stories are narrated with great emphasis on sharing experiences.

One of the key areas of focus is awareness – as an individual and as part of a community.

The 'Food' category is also interpreted in this light. Often combined with the 'Garden' sector to emphasise the authenticity of ingredients, it focuses on cooking and the table as a point of connection between people and between different communities.

But what about their design and style? Where does design fit in?

Design permeates the narrative, appearing in every aspect of a project. From inhabiting a family space to inhabiting a public space, but above all from a vision in the grand to one in the detail, leaving nothing to chance.

The 'Design/Create' category appears in all editions: what does it cover? Decoration and interior design. Also seasonal renovation and restyling. Projects of all sizes can be explored: from a wardrobe (Winter 2023), to creating a small, cosy space (Winter 2020), to a complex restoration project (Hillcrest Summer - Winter 2017).

MAGNOLIA HOME - Silos e Bakery

The emphasis is often on other designers, builders and architects in a way that reflects the values of Magnolia Home. This is where the 'lifestyle' elements come in. This category is a crossover where elements of food, the main theme, gardening and design can be found, making it feel real and present in the everyday lives of ordinary people.

Lastly, there are the usual contents such as the editor's letter and Joanna's reflective note. At the end there is a note from Chip, followed by the Manifesto. This is where the founders of Magnolia Home make their point. But even without these passages, you can see their values and their way of communicating. How is this possible?

Next week's feature, in collaboration with Giada, creator of @mielcafeco, a brand and web design atelier, will reveal how Chip and Joanna Gaines created an iconic brand that smells like home.

Playlist

Corcovado (Quiet Nights of Quiet Stars) - Pedro Santos

Take the World - "Diamonds", Johnnyswim

What is vintage?

Vintage: a quite successful current of style, or a reading key in the case that grandma's furniture was the only choice for furnishing the house? Somewhat both.

For some, antique furniture is enjoying an incredible revival in the past few years. TV shows in whose farmhouse style plays the leading role certainly played a part in highlighting the allure of antiques. Moreover, being closely associated with other design trends such as industrial style, hygge style or japandi is leading many homes to resemble each other in the pursuit of a unique style.

While this mix of trends can be interesting, the meaning of vintage in real life is probably a little less romantic.

After 20 years, almost everything could be considered vintage: objects, cars, clothes (even us). But let's be honest: the white minimalism of '90s kitchens, which also fall into the category, may not be exactly what we are looking for.

HOW TO DECORATE VINTAGE STYLE?

Consumed by the holy fire of interior design, we throw ourselves wholeheartedly into retrò furniture, i.e. furniture made today to look like a hundred years ago. We scan every website to find a piece of retrò (non-vintage N.d.A.) that suits both aesthetics and wallet, but we are bitterly disappointed to find that once installed, it doesn't really have the vibe of a farmhouse at all.

To prevent this, in #arredamentonabudget projects we follow these steps.

1 - Keep in mind the context.

You are renting and the flat is a glorious mix of briarwood cupboards, multicoloured patterned armchairs and a black and white kitchen. If your budget doesn't allow you to replace everything, it's time to put some order into whatever is available. Soft neutral cover cloth and some smartly designed and placed accessories will help limit the outburst of styles. Also consider painting some walls and doing some DIY projects: it can be fun and adds personality to your home.

2 - Recycling

You've just bought a property but, due to the market, it has cost you an awful fortune and now you can only afford the essentials (kitchen and bed). No need to live among boxes! Reuse! Everywhere you can find outdated furniture to restore. Some are already beautiful as they are, while others require a touch or two of love and attention. Perhaps your great-aunt who is redecorating her house will give you a cupboard that will look as good as new with a coat of chalk paint. Perhaps you'll find an authentic writing table on some online app: often there are people who empty their homes and don't know where to place beautiful furniture, which an antiquarian wouldn't sell.

3 - Go to street markets

This can be a great way to meet artisans and find real deals. Be careful if you think you will pay little for everything: the beauty of antique markets is the variety of proposals and the ethics of recycling, not necessarily the cheap prices.

Here is a list for the Veneto area.

Did you follow these tips, but can't figure out how to place the furniture? Would you like a hand in creating a vintage ambience that suits you?

Mini renovations!

Sometimes a breath of fresh air is exactly the thing we need to refocus and see things with a new perspective. We often think that a complete makeover is the key to bring something new to our home life. We look around us and what were once shiny new objects, newly installed furniture, particularly fascinating DIY projects, have now somewhat faded into the background of everyday life.

Whilst living them has also made them familiar, we miss that sense of excitement given by having brand new pieces of furniture.

To regain that 'holiday' feeling of a new setting, you don't always have to buy every single item on your wish list. Small changes can be enough to bring a breath of creativity and a new perspective even to the room you live in most.

Where to start from?

New arrangements!

Rearrange the items you use most, taking advantage of another point of view. You could move the sofa to the opposite side to create a more defined living area. Or change the side where you sit at your desk or the position of your favourite armchair. If you live in a small room where you think nothing can be moved, give it a try anyway! Very often seeing the result instead of imagining it shows you that it can be done!

Where does the eye drop?

When entering a room, figure out what the main focus is. Here is the first thing to change! You can replace the picture hanging on the sideboard with an ensemble of photos. Or instead the color of the flowers filling the vase in the center of the table and you can even move the wall clock.

Move your carpet!

Rugs help define areas of the home even in open spaces and draw the eye by highlighting the furniture. Consider placing one under the table to focus attention on the dining area. Or you can try placing two rugs in the living room: this will create a lounge area, including the sofa, and a more intimate area near the bookcase or window.

Do home shopping

Swap the place of your favorite objects: the fruit bowl can move from the kitchen countertop to the center of the table. The dear old vintage knick-knack could become a paperweight on the coffee table. And speaking of carpets, take them out or put them in, depending on the type of heating you have. We're all familiar with the (fake) bearskin in front of the fireplace: it's a little bit old money and a little bit mountain chalet, but it doesn't go so well with floor heating. In this case, a bare floor is better for optimal temperature. In case of a romantic evening, go for a lavish chaise longue.

What to keep in mind?

Keep it simple

Create an 'emptying' space. It can be a drawer in the entryway cabinet or a dedicated box in which you can put your keys, mail or whatever else you need when you leave or return home. It will help you keep the hallway free of the thousands of objects we hold in our hands when we walk through the door. You can also decorate it by hanging a mirror for a last look before leaving or a lamp with a warm light to soften the winter evenings when you return home.

Clear the shelves

Open bookcases and shelves can be great pieces of furniture or become dust nests overflowing with objects. A solution is to rotate the books, photos, vases and knick-knacks on display: highlight something that has never been on the bookshelf and save the rest for when you need to change. This simple rotation helps to maintain order, makes cleaning easier and is pleasant to see a bookcase that always seems to be full of new objects.

Good morning and good night

The bedside table holds the bed book we sleep on at night, the bed lamp, the water bottle, alarm clock, smartphone, charger and so on. Trying to switch off the alarm clock in the morning by knocking everything onto the floor isn't a happy wake-up call. Keep a basket or box next to or under your bed to put the bulky things you use often: your bedside table will stay clear and neat, and the few items in sight will give you a sense of order and calm.

Quite often we are absolutely sure that we have to buy something in order to have a TV-like home. However, a mini-project can sometimes give more satisfaction (and results!) than it appears.

And if you just don't know where to start, make a call! We at Leaf&Timber are open for restyling consulting even without replacing furniture. Try it for yourself!

Playlist dell'articolo

French Cafe, Youtube playlist