The editor -in -chief proves that tradition and innovation can coexist, which gives architectural digestion a courageous digital future that is rooted in its iconic past.
Kendall Jenner, Alicia Keys and Swizz Beatz share their style and houses in the Digest architecture
Architecture digestion
As Amy Astley editor -in -chief of Architecture digestion In 2016, many were confused in the design world. She had built up her reputation Teen VogueWhere she discovered cultural changes before met the mainstream. But ADVERTISEMENT Was considered to be stately, formal and sometimes irrelevant – a shiny portfolio of beautiful rooms meant more for trade references than for everyday consumers. As Astley reminded, it was “a Sleeping Beauty” that was waiting to be awakened.
The global editor -in -chief and editor -in -chief of the Amy Astley ad with her new book display at home
Architecture digestion
Astley celebrates its 100th edition at nine years later ADVERTISEMENT With the publication of a new book, Display at homeA 500-page collection of the most convincing houses and personalities that she has presented since the rudder took over. The milestone is more than an editorial performance – it marks the reinvention of a legacy brand into a cultural force.
From dusty shine to digital power package
Astley's first priority was to modernize ADVERTISEMENT. “I just wanted to blow the dust away,” she says. Their strategy was to digitize, humanize and meet the audience there where they were on social media and online.
The results are impressive. Within six months after their arrival, the monthly visitors to the brand's website rose by 63 percent. Since then, the website has reached more than 515 million users. ADVERTISEMENTThanks to the virus, the YouTube channel has collected over 1.6 billion views and almost 8 million subscribers Door open Series in which prominent personal tours give through their houses. The brand exceeded 10.7 million followers on Instagram, which it is after the second largest account at Condé Nast fashion.
These numbers reflect more than scaling. Astley shifted the editorial lens from static portfolios to stories about real people and their rooms. Instead of anonymous spreads, readers Kendall Jenners surprisingly receive retreat in Los Angeles, Troye Sivan's soulful house in Melbourne and Gloria Steinem's layered Manhattan Brownstone. As Astley explains: “You are not relevant to culturally because you are talking about the best interior design or sofas. It has to return to the human connection. Who is the person and why did you choose things at home?”
Singer, actor and LGBTQ+ lawyer Troye Sivan in his house in Melbourne
Architecture digestion
Display at home: A new chapter
Astley's latest book, which is coordinated with its 100 edition, distilled its almost decades of term in a curated anthology. It's not just one side for the side with beautiful rooms – it is a portrait of personalities. The Greenwich Village City House by Marc Jacobs, the houseboat by Bjarke Ingels and Alicia Keys and Swizz Beatz 'modernist house all appear in the collection.
Every story underlines the editorial philosophy of Astley; Houses are an expression of life in them. By concentrating on people, it has made design on both aspirational and accessible.
Designer Marc Jacobs within the New York town house
Architecture digestion
Lessons in cultural relevance
Astley's Journey offers a master class in the brand finding:
- Meet your audience where you are. Critics asked why she gave away ADVERTISEMENT'S content free of charge on Instagram and YouTube. Your answer was simple – the audience should not be forced into Legacy formats. Accessibility breeds loyalty.
- Prioritize storytelling in front of static pictures. By humanizing the magazine and presenting people instead of just furniture, he expanded his attraction to generations that were raised to authenticity.
- Continue to surprise your audience. No matter if it is ADVERTISEMENT Fresh and conversing.
- Balance of tradition with innovation. Print subscriptions have grown under Astley's term and prove that she has kept the heir of the magazine alive.
As Astley puts it:
A look at the American drag Queen Rupauls Beverly Hills Mansion
Architecture digestion
The future of ADVERTISEMENT
With Display at homeAstley has proven how Heritage brands can thrive in a digital era. By never underestimating itself in cultural relevance, taking new platforms and the power of human connection, she has ensured that it has ensured Architecture digestion is no longer something that you just stumble across in a waiting room.