IKEA Introduces A New Lifestyle Magazine SPACE

Furniture World Magazine

IKEA and John Brown Custom Publishing unveiled the much-anticipated debut of space Magazine at the launch event on October 6th. The 100 page Launch Issue brings together IKEA - the largest home-furnishing retailer in the world - style experts and an international team of editors to bring readers an inspirational, smart and stylish magazine. With features ranging from Jean-Georges Vongerichten's moveable four course feast which transcends four fabulous interiors to a look at the world's best cities to call home to a journey into Las Vegas -- the Nevada desert oasis of bright lights and high stakes, space offers readers the latest solutions for a well-designed lifestyle. Complete with information on new art exhibits, technological devices, cars, books and, with an eye toward the most innovative and the most inspirational, the Launch Issue of space presents the latest in design, food, travel and living. space will be available in IKEA's thirteen American and seven Canadian stores, distributed on newsstands, and mailed directly to IKEA customers and space subscribers. 1.2 million copies of the launch issue have been printed, 800,000 of which are for U.S. distribution. The second issue will be introduced in February 2000. space will be published quarterly and in two languages, English (for the United States and Canada) and French Canadian. The magazine has a newsstand price of $2.95 in the U.S. and $3.95 in Canada ($2.00 in IKEA stores in both countries). space will also have a range of exclusive added value offers for purchasers, which more than compensate the newsstand price, such as a coupon for a low-energy lightbulb in the debut issue. The magazine's international editors, headed by U.K.'s custom magazine editor of the year Debbie Lewis, who is also the editor-in-chief of room, space's U.K. sister publication; present the reader with problem-solving, informative, stylish ideas to help create inspiring spaces that fit how you want to live. space also explores exotic locations, fitness trends, and introduces readers to interesting personalities. "Consumers are already familiar with IKEA's Scandinavian-designed products, but we wanted to take our relationship with the consumer one step further – into their homes on a regular basis," says Direct Marketing Manager Nicole Naumoff. "The most logical way to do that was to create our space within the industry." Contributing editors and photographers for the issue include Rima Suqi, Matthew Hranek, Tham Nhu Tran, Veronique McAree, Bill Bettencourt. Larry Olmsted and Travis Neighbor. Highlights from the launch issue include: AGENDA (p. 12) – News, reviews, people, places and events. Find out how to receive a free gift from IKEA. With your free coupon from space you can receive the latest low-energy lightbulb. A STORE IS BORN (p. 17) – How a small mail-order business blossomed in to a global mega-store– the story behind IKEA. MAKING A MEAL OF IT (p. 20) – Stylish staples for culinary success. IN SEARCH OF THE GOOD LIFE (p. 26) – A journey to discover where in the world is the best city to live. FINDERS KEEPERS (p. 32) – Never one to miss a yard sale, Nansee Keiter's home is full of curious bargain treasures. BEDTIME STORIES (p. 34) – Dream-come-true designs with kids in mind. A NEW FLAME (p. 38) – Clever lighting ideas to get the mood just right. LIQUID ASSETS (p. 45) – What the best-dressed drinks are wearing. VIVA LAS VEGAS (p. 52) – Weird and wacky but no longer tacky, it's time to take a gamble on Las Vegas. A PILATES PRIMER (p. 60) – Strike a pose with the feel-good workout. RUSTIC CHIC (p. 64) – Modern designs make themselves at home in a loved and lived-in setting for a look that's a breath of fresh air. BE MY GUEST (p. 68) – Four courses in four fabulous interiors, featuring a moveable feast designed by Jean-Georges Vongerichten. TOOLS OF THE TRADE (p. 76) – Success is guaranteed with culinary equipment for that professional touch in the kitchen. A SWEDISH CHRISTMAS (p. 78) – Looking back at childhood magic. LOST WITHOUT SPACE (p. 84) – Meet the Chicago family who conquered their clutter and put organization back on the agenda with clever storage solutions for streamlined living. THE GREEN ROOMS (p. 88) – Checking in and checking out the greener way to enjoy your stay at the latest eco-friendly hotels. A SPLASH OF COLOR (p. 92) – An Indian-summer palette is the inspiration behind the coming season's hot hues. IN YOUR SPACE (p. 98) – Rock and Roll Jeopardy's Jeff Probst takes time out to answer a quirky questionnaire. space is a unique custom publishing partnership that evolved from room, its English sister publication. John Brown Custom Publishing has managed the project on behalf of IKEA N.A. Services Inc. and worked with Meigher Communications for the distribution and advertising sales of the magazine. space will be in IKEA stores beginning October 8th and on newsstands October 19th, 1999. John Brown Publishing, one of the leader's in the United Kingdom's custom publishing industry, enters the U.S. market with the launch of space, IKEA's new lifestyle magazine. "We are extremely pleased to be IKEA's publisher in North America and are sure the magazine will prove to be a fantastic success story and the start of what we believe will be an exciting period of growth for our company on this side of the Atlantic," stated John Brown, founder and President of John Brown Publishing. Founded in London in 1987, John Brown Publishing currently publishes 15 titles including room, Hot Air (the in-flight magazine for Virgin Atlantic), Fortean Times, Gardens Illustrated, Bizarre Magazine and Waitrose Food Illustrated. In just over 55 years, IKEA has established itself as a global leader for a wide range of home furnishings and accessories that combine well-crafted design with outstanding value. IKEA, which began in rural Sweden in 1943, currently has more than 152 stores around the globe. IKEA entered the U.S. market in 1985, opening its first store in Philadelphia and now has 13 stores across the country with plans to open another store in San Francisco East Bay in the Spring and San Diego in Fall 2000. In the U.S., IKEA has over 18.5 million visitors with sales of $881 million. For additional information, consumers may visit the IKEA website at www.IKEA.com and the space website at www.ikeaspace.com.