Who Reads Domino?
Domino is a style magazine that focuses on life at home. Think of it as a search engine for great decor. It is written for the busy, fashion-conscious, discerning woman, who is passionate about living with style but may lack the time or expertise to navigate the decorating terrain. Domino is there to help.
Domino's editors, with great taste, cull the market so that its readers can spend more time enjoying their lives and their homes. Through the beautiful interiors they photograph and feature, they reveal the secrets of how rooms are actually put together. Domino's editors have the know-how, the access, the resources, the buying information and the knowledge of decorating and lifestyle trends. They help readers connect the dots between inspiration and realization, so that readers can make their own homes work better for their own lives. Great style, as Domino's readers know, is all about personal choice. Domino liberates and inspires its readers to be able to make those personal choices.
What You Can Expect in Each Issue:
- Destination: Every issue features a shopping guide to a particular city, highlighting the best neighborhoods, the most interesting places to eat and stay, and the best boutiques.
- Scouting: The scouting section features the things that Domino's editors have discovered and are obsessing over, the best new products, designers, plus quick solutions and easy ideas from decorators.
- Decorating: The decorating section takes the mystery out of decorating and shows readers how to put the pieces together. This eclectic mix of articles runs the gamut: how-tos and tips from designers; answers to décor dilemmas from an on-staff industry leader. Regular features include: Guides to the best furniture options at different price points; Perfect Pairs, in which we take two pieces of furniture (i.e. bed and bedside table) and scour the market for the ones that best go together; Paint Palettes, shown in rooms so that you can see how it will actually look; and Outfit to Room, in which we translate a stylish outfit into an equally stylish room.
- Entertaining: The typical Domino reader is busy and doesn't always know when she will find the time to do the entertaining she would like to do. The solutions Domino offers are meant to help her host a meal or a party like she has nothing but time, and a full staff to boot. Domino features seasonally inspired recipes and party throwing ideas that are as glamorous as they are easy. The result is inspiration for the host with a surplus of taste but not a surplus of time.
- Nesting: Nesting offers everything you need to make the time you spend at home more enjoyable, relaxing and efficient. Whether it's beauty and spa treatments you can enjoy in your own bathroom, organizational ideas for the black hole that has become your closet, or a rigorous test drive of kitchen appliances, these articles help you build a sound foundation for your household and enjoy the home you have already created.
- Renovating: Domino's Renovator's Notebook aims to simplify the process of "home improvement"--and even to make it pleasurable--with stylish and practical ideas for transforming a space. This section features room makeovers, tips for dealing with contractors, information on how much work should cost, as well as truly doable DIY projects, and reports on the best new trends (plus detailed info about how to make them work).
- Giving Back: Everybody wants to do good, but how? Each month the editors find ways to help Domino's readers clear their karma by contributing to stylish and substantial causes, all while shopping, having fun, or clearing clutter from their homes.
- Features: Each issue features several stunning interiors, large and small, urban and suburban, from across the country. Through text and photographs, Domino reveals both the spaces themselves and the ways in which people live in those spaces. In each article the reader not only enjoys a voyeuristic walk through someone else's home, but also gets a mother lode of important information--how to achieve a look, where to find specific components, and what logic defines particular design choices. The style and design-ethic employed in each case may differ, but all of the homes it features approach design in an innovative, exciting and personal way. Most importantly these are real homes, living spaces, not show-rooms. Though Domino often features the homes of decorators and celebrities (as well as those of design-minded lay-people), its articles are about real people who live real lives, and who have designed their homes to make those lives more effective and more beautiful.
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Contributors:
Domino's contributors are people who have made names for themselves as designers, trendsetters and style-makers, stars of their fields who generously lend their expertise and skill to Domino each month: Marian McEvoy, doyenne of the shelter magazine world; Rita Konig, author and tastemaker; Jennifer Rubell, cookbook writer and consummate hostess. And behind it all are the people who have shaped Domino from the beginning: Founding Editor in chief Deborah Needleman, Creative Director Sara Ruffin Costello, and Style Director Dara Caponigro, the style gurus who set the tone for every issue, and whose impeccable taste and clear vision have set a new standard in the field.
Magazine Layout:
Domino's unusual approach to photography creates the beautiful alchemy of real life and fantasy that makes the magazine so enticing. Natural light, intimate angles and styling that celebrate the imperfections of life being lived set Domino interiors apart; there's always a sense that someone just left the room. The magazine's smart, sophisticated design offers several points of entry, so text feels conversational and entertaining. Visually and via text, Domino relates to readers in a close, fast, honest way.
Comparisons to Other Magazines:
The shelter magazine industry has traditionally reserved design as the territory of the elite. Domino shatters this premise, opening up that universe and showing readers how to navigate the terrain. We do this by featuring stylish yet affordable options, rooms that always have a characteristic mix of high and low furnishings, and by making a commitment to offer sustainable and eco-friendly design options. Its whole ethos is different. Unlike other design magazines, Domino focuses both on beautiful spaces and the people who live in those spaces. Down-to-earth, witty and easy to relate to, Domino makes readers part of the party, rather than onlookers. Advice is offered as options, never as imperatives. Readers always feel welcome, energized and taken care of, never burdened.
Awards:
The magazine industry has recognized Domino's excellence since its start. When the magazine was launched in 2006, it swept all the major new-magazine awards. Advertising Age and Media Industry Newsletter called it launch of the year, and Adweek called it start up of the year. More recently, Domino was nominated for two prestigious National Magazine Awards by the American Society of Magazine editors.
Domino has also been recognized for its commitment to good works. The "Domino design project" (which transformed 40 apartments in the South Bronx into beautiful homes for women and their families living with HIV/AIDS) won "Community Involvement Program of the Year" at the Stevie Awards for Women in Business.