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Wieden+Kennedy Designer Unveils Magazine To Satiate The ‘Creatively Hungry’

By Mikelle Leow, 31 Jan 2018


Image provided by Adam Hunt

Wieden+Kennedy London’s Adam Hunt has launched This Way Up—a curiosity-triggering, “creative hunger and lifestyle” print magazine.

Don’t expect to find just “design porn” in these pages. This Way Up strives to delve past aesthetic fillers, challenging the why’s and how’s of creative work without prejudice of a person’s background.

“It’s not TWU’s intention to only promote the big names who already feature heavily in online and print media,” Hunt wrote in an email to DesignTAXI. “But to speak with contributors which are intentionally mixed—only held together by the fact they produce inspiring and captivating work—with no discrimination against gender, age, location, creative discipline or experience.”

The first issue, a limited-edition magazine with a print of only 100 copies, explores the themes of happiness and love.

Within these 176 pages, This Way Up opens a window to 22 creative minds. Content includes “sage advice” from design legend Eike König, insights about gender and the female gaze with photographer Maisie Willoughby, and an eye-opening note from former It’s Nice That head of creative, Karl Toomey.

With help from Wieden+Kennedy London’s ‘Spore Fund’, Hunt has developed a magazine that he hopes is on its way to offering “an experimental space where no-one can, or will, tell you ‘no.’”

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You can purchase a copy via This Way Up’s online shop, as well as in magCulture and Magma stores in London. Preview some pages from the first issue below and follow the magazine on Twitter and Instagram.


Image provided by Adam Hunt


Image provided by Adam Hunt


Image provided by Adam Hunt


Image provided by Adam Hunt


Image provided by Adam Hunt


[Images provided by Adam Hunt from This Way Up]
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