Launching a magazine at possibly the most difficult time for magazines in recent history can be bold or foolish – usually a mixture of both. So it’s a surprise to see a large bookstore owner gambling on creating their own magazine in these trying times.

As owner of Magma, Marc Valli knows first hand just how many magazines are selling on a day-to-day basis, giving him a slight leg up on how he should go about his latest venture, Elephant magazine. The magazine focuses on bridging the gap between contempory and commercial art. In a recent interview with Creative Review he stated that, “I think this division has meant that some of the most interesting work went right under the radar. I want Elephant to sit squarely in the middle. I believe that by looking at different art forms from that position, you can create a whole new kind of discourse.” (Magma)

Read the creative review interview here.

Take a hop and skip to see more spreads from the magazine.

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