Download PDF - Zeitgeist
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INTERVIEW<br />
with<br />
Robert thiemann<br />
— The Editor-in-Chief of Frame<br />
Magazine about daily business,<br />
his source of creativity and the<br />
„Amsterdam - Inspiration Guide for<br />
Cosmopolitan Travellers“, Frame<br />
Publishers has recently released in<br />
cooperation with LIGANOVA.
Robert, Frame has been the first<br />
magazine published by Frame Publishers.<br />
How did you start and what has changed<br />
since the first issue was published over<br />
twelve years ago?<br />
Peter Huiberts, Frame’s co-founder and publisher, and I<br />
started Frame 13 years ago under the umbrella of a small<br />
Dutch publishing house. We literally started on an Amsterdam<br />
attic, but had the idea to make an international magazine on<br />
interior design. The first issues counted not even 100 pages – all<br />
of them edited by me – and few ads.<br />
Since then almost everything has improved: issues are at least<br />
twice as thick, carry lots of advertisements, are beautifully printed<br />
on the best paper stocks, and always have spectacular covers.<br />
Furthermore the writing has improved and the content gained<br />
depth. We also have an editing team of four now, making my<br />
job easier.
Today, Frame Publishers publishes<br />
Frame, Mark and Elephant magazine.<br />
What is the difference between the three<br />
publications? Can you describe what the<br />
mags are standing for?<br />
Each of our magazines has its own subtitle or tagline.<br />
Frame:<br />
Mark:<br />
The Great Indoors.<br />
Another Architecture.<br />
Elephant:<br />
The Art & Visual Culture<br />
Magazine.
Do you have a most memorable story<br />
featured in the magazines over the<br />
last years?<br />
I still like the interview we had with artist Olafur Eliasson<br />
a couple of years ago. The interviewer and the artists were<br />
discussing the differences between design and art. At some point<br />
Eliasson said:<br />
‘Frame is a desperate magazine<br />
that tries with all its might to justify<br />
design’.<br />
We printed it big and bold. I like the fact that we’ve made fun<br />
of ourselves.
What does a typical day at work<br />
involve for you?<br />
Answering dozens of emails,<br />
like everyone.<br />
Answering dozens of questions from my colleagues,<br />
like everyone.<br />
Asking dozens of questions to my colleagues,<br />
like everyone.<br />
Trying to stay sharp all the time,<br />
like everyone.
Frame is a vast source of creative inspiration<br />
for so many – but where do you<br />
turn for your own creative inspiration?<br />
I<br />
look at other magazines, from design and architecture to<br />
art and fashion. There are always titles, articles, sections or<br />
graphics that I hope we had thought of first. Visiting fairs<br />
offers inspiration as well, as do conversations with designers.<br />
Last but not least I listen to a lot of music, see quite some<br />
movies and occasionally go to an art museum to get inspired.
Name three of your favourite art forms.<br />
In random order:<br />
Music — Film — Food.<br />
What would you do if you weren’t<br />
Editor-in-Chief at Frame Publishers?<br />
Any other passions?<br />
Apart from enjoying my three favourite art forms listed<br />
above, I also like to…shop, especially in fashion stores.<br />
I have this secret dream of creating my own venue that<br />
would combine a centre for film and music with a good restaurant,<br />
bar and fashion shop. I guess it will always remain a dream.
Describe yourself in three words!<br />
Oh. My. Gosh. And three other words:<br />
Passionate, curious and serious.<br />
What motivates you?<br />
I<br />
want<br />
to offer the best possible information in the<br />
most inspiring way to a worldwide audience of creative<br />
professionals. Don’t ask me why.
Together with BrandRetail Company<br />
LIGANOVA, Frame Publishers has recently<br />
published the “Amsterdam Inspiration<br />
Guide for Cosmopolitan Travellers”.<br />
What made you bring out a city guide,<br />
for the very first time?<br />
It’s not that big a step from what we already do: selecting<br />
and reporting on interesting buildings and interiors worldwide.<br />
But we never had the courage to actually publish the<br />
information we already possess in the form of a city guide.<br />
So thank you for the opportunity.
What can one expect from the<br />
“Amsterdam Inspiration Guide for<br />
Cosmopolitan Travellers”? Can you<br />
reveal your personal highlight of it?<br />
How does it differ from other city guides<br />
in your opinion? What makes it special?<br />
I<br />
very much like the fact that it’s compiled by local creatives.<br />
It makes the booklet much more personal than every other<br />
city guide. It’s like asking your friends to give you tips: They<br />
all have a different tone of voice, but exactly know what you’re<br />
interested in. The result is little waste and a lot of value. My personal<br />
highlight is that the guide lists lots of places I hadn’t even<br />
heard of before. I will be an enthusiastic user.
Tell us, as a true Amsterdam insider:<br />
What’s the city’s best kept secret?<br />
Amsterdam’s a big name and famous all over the world,<br />
but it’s only a tiny city. When you go to Central Station,<br />
cross the river IJ by ferry and cycle just 7 minutes north,<br />
you’ll end up in the most unexpected, rural part of town. You’ll<br />
think you’re in a faraway village, but it’s still called Amsterdam.
Your favourite places in this world for…<br />
relaxing and for …inspiration? Why?<br />
This will not come as a surprise: music venues, film<br />
theatres and restaurants. They all offer relaxing and<br />
inspiring experiences. So do beaches, mountains,<br />
my bed and my backyard.
Your next journey is going to….<br />
Tel Aviv, Israel.<br />
To work and relax.<br />
It’ll be my first time.<br />
Any hints about your future plans?<br />
What’s coming next?<br />
I’m hoping to move to Amsterdam within one year.