IKEA's customer magazine room has taken the publishing world by
storm. With a circulation of more than 170,000, it now boasts the
biggest readership of any magazine in its sector.
The first thing that strikes you about the revamped room is its square
shape, which offers a chunky and stylish read.
Once inside, the design is innovative and quirky. Typography and
photography are both original and arresting. However, at times they are
confusing, demanding too much interpretation from the reader.
Editorially, room has shaken off its 'aspirational' image and
differentiated itself from the titles that crowd this arena. Pragmatic
is not often a word that can be used when describing magazines in this
market, yet this is exactly what it has achieved, and with a true sense
of style too.
With room now on sale in-store and on newsstands, we can expect to see
the IKEA brand take a strong foothold in the world of publishing.