February 21, 2013
Pioneering start-up onefinestay appoints former Wallpaper* magazine senior editor
to create its new print publication
, the world's first unhotel, recently celebrated the launch of
, a new quarterly print lifestyle publication.
, onefinestay redefines city travel: live like a local by staying in a distinctive home while the owner is out of town, but with all the comforts and conveniences of a hotel. Guests enjoy 5* linens, fluffy towels, luxury toiletries and even an iPhone for the duration of their stay, while members earn an extra income from their house or apartment at times when it would otherwise stand vacant. This concept has proved popular, with the company successfully expanding to
and further international expansion plans afoot. Over 1,000 members across both cities now exclusively list their homes with onefinestay.
- a journal about living beautifully, and sharing it - is a new publication from onefinestay. It intends to capture the novel concept and lifestyle choice represented by the company's proposition, which goes beyond offering a new way of travelling or a smart way of earning an extra income.
"I wanted to capture our members' high-spirited, rich and creative lives and present them in a form away from the practicalities of a business and the constraints of web design," says
who joined onefinestay in September from Wallpaper*, where she was a senior editor. In her role as Head of Editorial, she is also tasked with building an in-house editorial team and overseeing content and creative across the company.
With the intention to create something thoughtful, informed and at times whimsical, the 96-page launch issue of
is divided into three 'rooms'. The Salon is filled with debate and conversation about the home; the Gallery provides a chance to view onefinestay's carefully curated portfolio; and the Snug offers a peek behind the scenes of the company.
Art directed by Field Projects,
commissioned award-winning photographers
, to produce a series of 'at home' photo stories. Regular
was also commissioned to provide charming illustrations which feature on the cover and section openers.
, CEO and co-founder of onefinestay says, "As a business founded by a team of tech entrepreneurs, the turn to a traditional print publication might come as a surprise. With
we wanted to create something engaging and full of the character that we revere in our members' homes, as well as building a global lifestyle brand as we expand internationally."
onefinestay is not the only online business leveraging print, with many arguing that it retains a unique hold, for lifestyle brands in particular. This is evidenced by the anticipated launch of a print magazine by Net-a-Porter later this year, which joins the likes of the successful own-brand magazine by Asos. notonthehighstreet.com has taken a different approach in its foray into print, with the founders producing a book about how they built the company, alongside its traditional print catalogue.