Reshaping the Magazine Format

pol oxygen stretch

Intriguing experimentations in the physical form of the traditional magazine have appeared recently. Notably, a conceptual magazine design from topnotch graphic designer Philipp Zurmöhle dubbed Generate Magazine and award winning Australian design magazine POL Oxygen’s recent special Stretch issue conceived by Frost Design.

Generate Magazine offers a more appealing and practical way of archiving and organizing desired articles as they are already presented separately. According to Philipp, “My graduation work ‘Generate Magazine‘ is a new kind of magazine concept. The reader can learn more about inspiring topics on single a4 pages. One issue of the magazine features 30 article-pages, which the reader can collect and sort in his own way. Little by little he builds up his own archive of inspiring things. The content stretches from nature phenomenons and travelogues to interviews with designers. The single pages are designed simple and informative on the back and freely illustrative on the front. The font “Sabon Next”, used in the project, was kindly provided by Linotype.” See more at and check out Philipp Zurmöhle’s graphic design work at

“POL Oxygen ‘Stretch‘ has been designed by guest art director Vince Frost – currently one of the world’s most celebrated graphic design talents. Fresh from his exhibition at the Sydney Opera House, this Frost-designed special issue has pushed the physical dimensions of the magazine to double the height of a standard POL Oxygen. The stretched magazine is then slashed horizontally, to create two equal, separate halves, allowing the magazine to be folded down into a smaller package.” To fit the theme, this issue’s content covers artists with multi-disciplinary talent including Director Baz Luhrman’s (Moulin Rouge) collaborator, two-time Academy Award winner Catherine Martin, and Viggo Mortensen, painter, photographer, publisher and poet, best known for his role as Aragorn in The Lord of the Rings.

Certainly an eye-catching design that reshapes the magazine from a horizontal form into the vertical, accentuated by the clever use of a Marc Quin sculpted bronze midget skeleton on the cover, whose true nature remains unapparent until the magazine is unfolded. Despite the weight from the thick stock, the folding mechanism is unexpectedly strong and resilient. Unfortunately the format leaves alot to be desired in the practicality department, as reading the issue can prove challenging.

It’s unlikely these formats would be persistently viable in the marketplace, but the attempt to alter the status quo, explore the possibilities outside the box, are admirable nonetheless.

generate magazine
generate magazine

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