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

Interior design psychology

Creating spaces that look like us - the steps and the method

Have you also noticed, almost unexpectedly, that psychology pervades every aspect of our lives? It seems that everything, even objects, is capable of communication or influence and, above all, that everything has value on a mental level. Has it become fashionable in recent years to ascribe meaning even to what is considered trivial?

Sometimes I thought that it was all a bit exaggerated, overexposed, dense. But my work has made me think about the relationships between objects and people. Especially in a familiar environment, you can go through 'phases' that lead to it being shaped by the people who live in it.

So, at the beginning of this year 2024, when I took down the Christmas decorations and found myself in a suddenly "empty" house, I had the urge (again, as my family will tell you) to change the decorations. 'Change' in the colloquial sense of the word: it means spending mornings or afternoons moving the sofa, table, dresser and so on. I was in the middle of my 'new beginnings' phase. To be fair, this is a recurring phase for me: I love the seasonality, and it's also an opportunity for me to rethink my home scene. January, the first month of the year, combined with a Christmas-tree-free living room is an irresistible time.

What's the best way to redecorate your home?

Functionality is essential and forms the basis of an environment that works. Linear paths between doors and windows and well-defined 'living' areas are the real translation of usability. To this must be added experience: because I live in the space I am changing, I know where I want to go and I know where to move furniture to make it comfortable.

Aesthetics is what makes you love your space. The right vibes have a huge impact on mood, morale and lifestyle. Aesthetics is subjective and I believe it is not synonymous with style, but rather personality. What evokes an emotion in one person may not convey anything to another.

So what leads us?

A balance between the design of practical furniture and the warmth of the emotions conveyed by objects full of charm. And it is this combination that often leads me to include vintage furniture in the spaces I design. They tell a story and communicate on different levels: personal, in the case of restorations, historical, evoking bygone eras.

These characteristics are able to speak to any style of decor and at the same time be personal.

Who decides to renovate?

Those who choose to improve their living space are often going through a transitional period in their life, which is reflected in their surroundings. One can find themselves in three recurring phases, depending on their character.

"New Beginnings" Phase

Moments of restart are often associated with certain times of the year, such as the beginning of a new year, seasonality (especially spring or autumn) or personal events that affect one's way of life. In January, it is common to feel overwhelmed by the lack of decorations and to start rearranging the house to figure out why it feels so empty.

“Passionate” Phase

The homes of people in this phase are constantly changing. Those who live through it express the passion of the moment, even in their decor: they may change the colour of the wall or the theme of the paintings. They may decide to upholster the sofa, change the cushions, use only one type of lighting, from candles to LED strips. Or all of the above. It can last for a season or for years, reflecting the character of the person who lives there.

“Nostalgic” Phase

Once furnished, it is forever. Changing or moving anything is taboo, as if the furniture had been nailed to the floor by the memories built up in those rooms. Even painting the walls a different color will clash with the indelible image in the minds of those who live in that space. 

These three phases overlap, intertwine, or follow each other. They reflect what we were discussing earlier. Space has an influence on us after we establish a relationship with it, even if it's just by starting to live in it. Therefore, it is a bit of a stretch to group all decor preferences into a predefined style. Fashion has always had a significant impact on us, but we have our own unique style that cannot be perfectly matched by any particular trend. Each phase we go through carries its own significance, and in some cases, making changes can be challenging.

In such situations, colour can be a viable solution. It can introduce novelty in a subtle way and evoke specific emotions. For instance, consider Pantone's choice for the colour of the year 2024: Peach Fuzz. This hue conveys kindness, solidarity, and sharing. Impressive for just one colour!

 How can we choose the right furniture and freshen up our surroundings? Click here to find out how to redecorate on a budget. For bespoke furniture, contact us here or follow our Instagram for budget-friendly and seasonal suggestions.

Blog post Playlist

To keep you from breaking - Kelsey Woods

Walter Time - Theodore Shapiro, The secret dreams of Walter Mitty OST

Yule Wassail

Wassail was originally a word used to greet someone. The concept of 'wassailing' dates back to pre-Christian fertility rites: in these ceremonies, villagers would walk through fields and orchards in the middle of winter, singing and shouting to drive away spirits that might hinder the growth of future crops. They poured wine and cider on the ground to promote a fruitful harvest.

Over time, this concept evolved into the idea of carol singing, which became popular in the Victorian era and is still practiced in many countries today.

Read the interview with Francesca, creator of the Instagram page @a_look_to_the_alps to learn more about ancient traditions, Yule and the magic of the winter solstice.

Foto by Francesca - @a_look_to_the_alps

INGREDIENTS

GET STARTED

  1. Pour the cider into a saucepan and stir to dissolve the honey.
  2. Then add the oranges (pierce them with cloves), the apple cubes, ginger, aniseed and nutmeg to taste: a few tablespoons of each is usually enough.
  3. Finally, break the cinnamon sticks in half and add them too.
  4. Cover the casserole dish and leave to simmer for 2-3 hours. 
  5. Add the brandy about half an hour before serving.

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