3 questions about MCBW MAG



… for Nina Shell, editor-in-chief

1)     What is the idea behind the magazine?

MCBW is well established among international and domestic expert audiences. With the magazine, we wanted to specifically target the larger public interested in design. Its featured articles illustrate that design goes far beyond the ideas of “fashion, furniture, cars”; as a matter of fact, it is only its beginning. With the editorial presentation of MCBW’s key issues, the magazine is meant to offer an entertaining overview of the fair’s broad range of events and extend an invitation to visitors.


2)     What makes MCBW Mag so special for you?

As head of public affairs of bayern design, I have been part of MCBW since its inception and was closely involved in the development of the days of design. As a journalist, I had hoped for exactly such a publication directed at our audiences from the very beginning. And as all good things it took some time before the first issue was published, which came out on the occasion of MCBW 2016. And with regards to graphic design, we achieved a quantum leap with this second edition. One might say that this magazine is my baby, which is what makes it so special to me.


3)     Do you have a favourite article? And if so, why?

I think that all contributions are very good – not surprising, really, as we were working with outstanding writers after all. My personal favourite is “Smart & the City” by Joachim Goetz. I think he manages to address a very complex issue in a wonderfully light and playful manner. Also, I always really like the way he writes.




… for Simone Schwarz, art director

1)     How is the theme of MCBW 2017, “Design Connects – The Smart Revolution”, reflected in the magazine’s design?

The theme of MCBW 2017 allows for a very broad range of topics. And I wanted to include this variety in the concept and design of the magazine. Which is why articles are not following a rigid concept of design. Instead, they get the space they need; their individual message is reflected in typeface, imagery and colour – every text is presented on its own stage, which also accounts for the magazine’s many different styles. I also thought it important that the magazine did justice to the notion of design while not coming across as being focussed on design only. After all, our readers are interested in design and hail from very different industries; they are not all design experts.


2)     With regards to design, do you have a favourite article?  – And why?

All of them! I enjoyed the article “To jump the fence” on the issue of design & freedom. It was supposed to convey an idea of Dadaism. Another great article is “Smart & The City”, where everything forms a harmonious whole: colours, imagery and typeface. The typeface used is Quitador Pro; it is a slab serif that seems lighter and more modern than its relatives because of its tapering descenders and rounded forms.


3)     In terms of design, what was the biggest challenge?

Not a challenge exactly, but an exciting turn of events was the collaboration with the students of Munich’s design school. Some of the entries for MCBW’s presentation of works were so good that we not only wanted to show the works in the planned manner. So we decided at the last minute to illustrate three articles with the student’s works: “On the way to a smarter I” (p. 22), “From digital to astral” (p.  46), “Smart Brands: Seducer or True Confidant” (p. 56).



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