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New Mags is a Copenhagen-based bookstore stocking magazines and coffee table books from all over the world. It operates both online and through a physical store, where the selection of print is offered alongside sculptures and design objects. For this issue of Scent of Paper, we had a conversation with Jesper Svangård, founder of New Mags, about his background in design, his passion for printed media and his vision for the future of the industry.
Before founding New Mags, could you share some insights into your personal background and career journey?
I have spent many years working in design and interiors, primarily as an agent and salesperson. My career has involved collaborating with various design, interior, and fashion stores, selling a diverse range of products, from lamps and candle holders to scented candles.
About eight or nine years ago, my girlfriend brought home a Kinfolk Magazine. I found it to be a beautiful publication and realized that if I had difficulty finding it, many of my clients might also be interested if it were more accessible. This led me to reach out to Kinfolk and establish a collaboration. I purchased about 300 magazines and personally packed them in sets of six for my clients. The magazines sold out quickly, revealing a potential market gap.
I then discovered that Kinfolk had a book called Kinfolk Table, so I decided to stock it and see how it would perform. Once again, it sold out in all the stores. This success highlighted a significant opportunity.
New Mags began as a side project, but as it continued to grow, I made the decision in 2020 to leave my previous job and dedicate myself fully to this new venture.
How has New Mags evolved since then?
Distribution was the initial focus. About three years ago, we needed a showroom because we had many foreign clients visiting Copenhagen for business or family trips. We needed a space that could serve as both an office and a showroom, so we decided to create a nice store. It’s a place open to the public and we regularly host events, signings, and book releases. The store in Copenhagen, though a smaller part of our operations, is very important. It acts as our “business card” and plays a crucial role in our branding strategy.
The New Mags flagship store showcases unique coffee table books and magazines as artworks alongside sculptures and objects. Could you elaborate on the design concept behind the store and the atmosphere you aimed to create?
While searching for a space, we initially found a showroom that was too small. We asked the agent helping us if she had anything else available. She mentioned a brand-new building just around the corner in one of the nicest parts of Copenhagen—a somewhat high-end area. When we visited, the space was a stone structure with an empty interior and a concrete floor. Despite being completely empty, it felt right to us. The owner then took us to the fifth floor, which had a rooftop garden with a view of Copenhagen. It was beautiful, and we knew we had found the perfect spot.
To transform this space, we collaborated with Norm Architects, specifically Jonas Bjerre Poulsen, who expressed interest in adding a bookstore to their portfolio of projects. Together with Norm Architects, we designed the store to merge their architectural style with our curated collection. Unlike a typical bookstore where books are arranged spine-out, our books are displayed with their covers facing up, more like a gallery. This design reduces the number of books we can showcase, but it creates a unique, gallery-like atmosphere.
The store combines wood, stone, concrete, and metal, reflecting a very Nordic style with a touch of Japanese influence, like the Japanese lamps we’ve included. This design has resonated with visitors, who often comment on the gallery feeling and take photos to share on Instagram.
We also participate in fairs like Maison & Objet in Paris twice a year, and people recognize us from our store in Copenhagen. It’s gratifying to hear visitors from different parts of the world remember and appreciate our store.
Jonas once told me, “As long as you make it nice, it works.” And that’s exactly what we’ve done.
What would you say is the vision for New Mags?
Initially, our vision was simply to fill a market gap for our clients who appreciated beautiful books. Coming from a background outside of the book industry, this venture began eight years ago purely out of a passion for quality publications. As we grew, our ability to discern and appreciate the most aesthetically pleasing books became a hallmark of our brand. Now, creators approach us to collaborate or sell their works.
Looking ahead, I see New Mags evolving into a hub for independent publications. We want to be the go-to platform for anyone with a creative vision for a book but unsure of where to begin. There are countless talented individuals out there waiting to be discovered, and we aim to provide them with the visibility and support they need to share their work with the world.
New Mags has established its own publishing company, tell us more about it.
Let me share a nice story. Sometimes, you have those days when everything feels perfect – your hair is great, your shirt looks good, and you feel like you can conquer the world. On one of those days, I took a chance and sent a message to Helena Christensen, the former supermodel. She didn’t respond at first. But two years later, after we had established our store, I tried again, feeling confident. This time, she responded. We are now launching a book with Helena Christensen and Camilla Stærk in August-September this year. It’s titled “In My Dream Last Night…” and it will be our second publication. People trust us because we have built a strong, well-presented brand.
We now have a small publishing company called Ètui Editions. We started it together with the art director from Kinfolk, Christian Møller Andersen, and Jonas Bjerre Poulsen of Norm Architects. Ètui Editions’ first book is Jonas’s first monograph, titled “The Reinvention of Forms“, which presents a collection of his compositions.
With Ètui Editions, we can fully express our taste. We choose the paper, decide on the cover material, and many other details. This gives us creative control over the books we produce, unlike when we buy books from other publishers. This allows us to do things our own way.
How does New Mags approach collaborations with smaller creators and what makes these partnerships fulfilling for you?
A few years ago, a Spanish author contacted us after hearing about New Mags. She needed help with her book titled “Barefoot Living”. She sent me the PDF, and it was really nice. I suggested some changes for the cover, but ultimately, it’s her book, not a New Mags book. We help with the sales, but it’s important that it’s still her creation.
Now, her book is selling very well, and she’s working on her second one. This makes the job fun. It’s not just about buying from well-known publishers like Taschen or Phaidon; it’s about collaborating with smaller creators. It might be more work and not as lucrative in sales, but it’s much more rewarding. It satisfies our curiosity and passion for unique projects.
New Mags is renowned for its curated selection of high-quality publications. How do you approach the process of selecting books and magazines to include in your collection?
We collaborate with approximately 250 different publishers, constantly reviewing their offerings. In our industry, we’re frequently updated by publishers about upcoming trends and developments. While some cater to broader markets, it’s the smaller, more innovative publishers that often bring unique ideas from unexpected directions. Integrating these diverse influences into our curated collections is a complex process that requires careful consideration and a keen understanding of how each piece contributes to our brand identity.
Our selection process draws from various sources, including social media and direct communication with smaller publishers. However, a crucial aspect is understanding what our clients want. For instance, we work with hotels, so we carefully select books that enhance their ambiance and guest experience.
When selecting cookbooks, for example, we avoid those with people on the cover and shiny pages, even if the content is excellent. We’re very particular about the quality and design of the books we choose.
Moreover, sustainability is a top priority. We favor books that are FSC-certified and environmentally friendly, using recycled packing materials and minimizing plastic usage. While design is crucial, our commitment to sustainability and the broader impact of our choices equally define our brand.
Reflecting on the evolution of interior design trends, how do you see the role of books and magazines in enhancing personal spaces?
Books continue to play a crucial role as identity-makers within personal spaces. People often wonder why books remain so popular. It’s because books transcend their physical form—they embody our identities, dreams, and aspirations. They can function as art pieces or declarations of who we aspire to become. For instance, owning a Chanel book might symbolize a desire for a particular lifestyle, whereas choosing a vintage book adds character and history to one’s home or office.
Architects like Colin King exemplify this approach by skillfully integrating books into their designs, illustrating how books can enhance the aesthetic and narrative of a space.
Whether in homes, offices, or hotels, books serve not merely as decorations but as expressions of personal style and discernment. They contribute to the atmosphere of a room, offering glimpses into the interests and passions of its inhabitants.
What are your thoughts on the enduring appeal of printed magazines and coffee table books in today’s increasingly digital world?
When you bring a new magazine home, let’s be honest, you can’t resist taking a whiff of that paper. It’s a ritual many of us cherish. There’s a distinct tactile pleasure in holding a magazine—the weight of thick, textured paper, the possibility of inserts that are thinner or more transparent. These sensory details create an experience that digital devices simply can’t replicate.
Beyond the tactile allure, there’s a social dimension. Picture yourself on a plane, laying out your favorite magazine. A fellow enthusiast notices it and strikes up a conversation. This kind of spontaneous interaction rarely occurs with a digital device. Magazines and coffee table books serve as conversation starters and identity markers. They offer insights into your interests and style without you needing to utter a word.
I firmly believe that printed books and magazines will endure. They’re not merely tools for reading; they’re vehicles for experiencing, feeling, and connecting with something tangible and authentic. Their appeal lies in their ability to evoke emotions and foster meaningful connections in a way that digital mediums struggle to replicate.
Could you recommend one book title and one magazine title from your collection that you believe are exceptional but may not be widely known?
One standout in our collection is the magazine “Noma in Kyoto“. More than just a culinary publication, it chronicles René Redzepi’s s captivating journey to Kyoto, initially inspired by its picturesque allure. Originally planned as a collaborative project, its realization was postponed for nearly three years due to the COVID-19 pandemic. This magazine beautifully captures that narrative with exquisite photography and tactile paper. Despite its niche focus, it has garnered international interest, resonating with readers as far as the US and Korea. It’s a hidden gem proudly housed in our warehouse.
Another recommendation is a book by Chidi Wayne, a renowned image maker based in Barcelona. Collaborating with Mario Depicolzuane, they crafted a compelling book that has become a favorite among our clientele. Initially printed in a limited edition of only a thousand copies, it reflects their artistic prowess and unique vision. We’ve had considerable success with it, prompting plans for a new print run soon.
These selections epitomize what we value at New Mags—unearthing and showcasing distinctive treasures that enrich our collection. We’re constantly introducing new books and magazines, each offering something unique and enriching to our clients.
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