Threaded Ed.17, The Seele of Seventeen

Threaded Media Limited

Threaded is a unique magazine that aims to provide a platform for creatives by creatives. Through interviews and the medium of print, it disseminates insights into practice and combines thematic and conceptual ideation. The magazine explores personal references and draws inspiration from Sigmund Freud’s psychoanalytic personality theory.

Edition 17 of Threaded uses a variety of Fedrigoni & Spicers paper stocks to showcase the beauty and importance of color, format, texture, and feel in a tactile printed object. The cover is made of Splendorgel 340gsm, while the inside sections use Impress Gloss 170gsm and Splendorgel 140gsm.

The magazine measures 210mm x 7mm x 275mm and features a diverse range of designers, including Christoph Mueller from Germany, DDMMYY and Index from New Zealand, Mark Gowing from Australia, and studio FM milano from Italy. The creative direction and editing are handled by Fiona Grieve, with design direction and lead design by Kyra Clarke. The graphic design is done by Nick Baillie, and guest contributions come from Alain Vonck and Scott Alexander Young.

Threaded is an international collaborative project that curates insights into practice through discussion and presentation. The project started in August 2014 and was printed for international distribution in December 2014. The magazine encourages collaborators to exploit critical conventions of interview constructs while presenting themselves as they want to be seen. It provides a platform for self-critical and reflective approaches, allowing practitioners to individualize their self-authored case studies.

The design of Threaded presented several challenges, including developing a cohesive design system that reflects the artistic methodologies and attitudes of collaborators. Uniting three different visual personas into one visual language was also a creative challenge. However, the magazine successfully celebrates the printed object and serves as an exhibition space for design, diversity of discourse, and intentionality.

Threaded Ed.17, The Seele of Seventeen was awarded the Silver A' Design Award in 2015 for its outstanding expertise, innovation, and strong technical characteristics. The magazine showcases a remarkable level of excellence and introduces positive feelings, amazement, and wonder.