D(x)i Magazine
D(x)i
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Culture & post-design
A 100% experimental platform that goes beyond the limits of editorial work, generating an independent environment that gathers different viewpoints of contemporary culture.
Valencia, Spain
c/ Maldonado 19, bajo dcha., 46001
Email: lex@dximagazine.com
- Category: Culture
- Periodicity: Quarterly
- Language: Spanish / English
- Format: 290 x 420 mm
- Circulation: 25,000
- Price: Free
- Web: http://www.dximagazine.com
Founded in 2000
Exclusive Interview
d[x]i magazine
What is your magazine about?
d[x]i is a quarterly publication devoted to creativity, visual culture and contemporary art making. Among its contents you will find subjects about industrial design, graphic design, interior design, photography, illustration, art, architecture as well as other cross-media disciplines. d[x]i is a 100% experimental platform which goes beyond the limits of editorial work, generating an independent environment in which different viewpoints of contemporary culture converge with up to date information. Its contents, presented in a graphically innovative layout, offers a committed vision to design with cutting edge style. Founded in Valencia (Spain) in 2000, from then until now d[x]i has won the LAUS Design Award (2007) a FAD medal for its cultural contribution (2004), the first prize of the National Design Competition Injuve (2002) and the first prize cDIM trophy of the Graphic Design Competition at the International Funiture Fair Valencia (2001), among others. Icograda Design Media Network Participant (IDMN Participant) since 2003.
Who’s behind the project? Tell us about the founders, their backgrounds and their motivations!
The project started in 2000. The first issue of the magazine was published in may. Nowadays the staff is formed by 3 persons: Alejandro Benavent (me), Matilde Oriola and Roger Omar, but every new issue is made with the contribution of several persons from various disciplines. In six years of life, d[x]i magazine has expanded considerably the distribution, and for this reason, international contributions have increased.
The constant motivation is to create a new and unique publication, innovative and creative, open to reflection.
How do you produce one issue? How much time do you spend on it? How big is your team?
A very relaxed atmosphere is essential for the production! The magazine is published 4 times in a year, and we spend 3 months preparing each issue.
The first step is to set the main content of the issue, based on a specific theme. Then we announce this theme to artists and contributors. With their proposals we develop the content. Around 30 persons can collaborate in each issue. Among our contributors there are architects, interior designers, sociologists, photographers, ilustrators, painters...
Every time we prepare a new issue we like to play with the forms, perverting the design according to the theme we selected.
We are now a small team of 3 persons, and we have a large group of international contributors that vary in each issue. Around 200 persons have published in d(x)i Magazine.
What have been the important steps in the life of your magazine?
In issue number 3, some companies appeared in the magazine as advertisers. They trusted the ideology of d(x)i and that helped us to go ahead.
Also, what give us strength and identity are the parties and other cultural activities that we organize to promote the magazine, besides the participation in various international fairs of design.
Which are the key ingredients for the success of your magazine?
We are not afraid. The magazine is open to experimentation, without prejudices. d(x)i is a mixture of artistic disciplines that are often separated.
Design magazines are usually printed on good quality paper, and we want to demonstrate that we can make a good magazine using very cheap paper. What seems to be correct doesn´t have to be a rule.
The awards that the magazine have received represent us among the public.
d[x]i has won the LAUS Design Award (2007) a FAD medal for its cultural contribution (2004), the first prize of the National Design Competition Injuve (2002) and the first prize cDIM trophy of the Graphic Design Competition at the International Funiture Fair Valencia (2001), among others awards...
What are the difficulties you are confronted with? What would be “the” thing to help the magazine to improve?
The difficulties have been always associated with distribution and comercial matters, with the search of financial supports to mantain a project like this.
d[x]i is a free media with a social commitment, and pretends to reflect on the actual keys of society. It is a space for creativity and debate... Being a media with free distribution represents a challenge when finding the appropriate financing.
Where do you want the magazine to be in five years?
We want to stay as a fetish magazine in the world of design. We´ll love to assume new editorial projects, new challenges, to organize expositions of design, and to have many friends.
Tell us about your audience! Who are the readers of your magazine?
They are weird individuals dressed in blue short pants. Professionals and artists in long life learning. Everyone (individuals, companies, schools, institutions) can subscribe for free anywhere in the world. You just have to email your postal address to: sub@dximagazine.com, or complete the form in our web www.dximagazine.com.
Is remaining independent important to you? Is it part of the strategy?
Independence gives us the liberty to innovate, and that´s part of our ideology.
What’s your relationship with advertisement? Does it influence your content? Do you care about advertising-driven-editorials?
The content doesn´t depends on advertising, but advertising is essential to the survival of the magazine. d(x)i considerates advertisement as a content, and together with the announcers we elaborate special campaignes adapted to our style. This allow us to have a more intimate collaboration with the sponsors and with the readers. The announcers are friends who identify with our ideology and live a passionated romance with d(x)i.
What do you think of your issue 01, when you look back at it?
It´s been a long time since the first issue, but when I look back I feel an explosive freshness, full of the ingenuity of the first days.
Magazine favorite(s) that inspired you in your career.
I read all the magazines that I find or that people give me, but I learn from all kind of sources, even society and gossip magazines; everything that surrounds me when I walk in the streets.
Do you keep old copies of magazines? If so, what is your favorite in your collection?
I have the complete collection, I like them all, my favorites are the numbers 13 and 30.
How many magazines do you buy / get / read each month? Do you qualify yourself a maniac?
I don´t buy magazines. Causality is important for me. I read every magazine that comes to me by casuality.
We are compiling answers from some of the most innovative magazine makers around the world today. Who else should we ask?
The popular magazines aimed at the general public in their own home features lots of graphics that make them very attractive and interesting among the Spanish highlight "Hello," "Soon" and "Week" as well as the daily press is a great source of inspiration for me , Newspapers like "El Pais" "Avui" or "La Vanguardia" are a sample design and information of success.
Answered by Alejandro Benavent González (Director)
Magazine: d[x]i magazine
Email: lex@dximagazine.com
Date: 02-11-2008
Staff
Director: Alejandro Benavent...
Co-Editor: Roger Omar...
Advertising: Matilde Oriola...
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