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New Launches

Livin’ Small

10.17.07 | Comment?

If Bond is a rudderless magazine hitting a trend ten years too late, what is one to make of Lofts, a new publication from the editors of Fussy House That Smells Like Potpourri and Mothballs, and here long after the commercial debasement of the word “loft.” While once “Loftiness” meant 16-foot ceilings and 20,000 square feet of rude ’n’ crude industrial space, inhabited illegally by artists and/or heroin addicts (more or less), it’s now possible to buy a 600-square-foot space sold as a “loft” apartment in a new building with bamboo flooring and stainless appliances, or perhaps even a “loft” house in the deep suburbs with certain vague name-sake qualities. Whichever of these you have or aspire to, Lofts thinks you should be reading them.

Lofts is a tediously unimaginative magazine with a vanishing grid that imposes what could be a interesting topic on a paint-by-numbers shelter-book approach. Under the careful eye of Lofts editors, the topic loses any romance or urbanity it might once have had.

Of course, most shelter magazines exist—at least on some level—to move product. But this one seems more cynical than many, and the uber-ecumenical approach makes one question the magazine’s raison d’être. It’s as if Log Home Living had pictorials of post-modern cribs made out of salvaged sheet metal, Atomic Ranch covered Frank Lloyd Wright, or Coastal Living routinely ran pieces on Iowa farm life.

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