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

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? 

Contact us and book a #arredamentonabudget project!