BERLIN Sofa Magazine, a new independent trend title aiming at forecasting zeitgeist phenomena, was launched at Adidas’ select store No74 on Tuesday.

Jointly founded and edited by Montréal-based journalist Caia Hagel and Berlin-based Flaneur Magazine founder Ricarda Messner, the magazine will be published semiannually with each edition featuring another meta-theme related to contemporary social developments.

The inaugural 90-page issue is conceived as a teen lifestyle magazine themed “Life is a Chatroom” devoted to Generation Z.

“We choose one forward-thinking topic for each edition and invite people who are either underground or pioneers in the field to take over as guest editor. Our first issue is a teen magazine and is edited by Andy Coronado, an inspiring 16-year-old Dominican who lives in New Jersey whom we found on Instagram. She’s today’s teenager and brought in a lot of her friends to tell us what it is to be a teen, what they are dealing with, what they are passionate about, so we can do a reading of the future based on them,” Hagel explained.

Set out to be a long-term trend forecaster, creative consulting will be part of the business. “Brands often don’t understand the current demographics. We get the experts in and listen to them to create content that influences thinking and makes an impact.” On the other hand, charity will be a part, too. For the inauguration, a limited Sofa x No74 T-shirt dedicated to identity-in-flux will be sold, with all proceedings going to the The Lesbian, Gay, Bisexual & Transgender Community Center in New York.

Another philosophy of the magazine is accessibility: At six euros, or $6.60 at current exchange rate, the magazine sells for a relatively low prize. “The glossy soft paper keeps production costs low so we can deliver really strong, smart content in a look that plays with trash, pop and intellectual culture,” Hagel said.

“It’s moving away from classic zeitgeist magazines that are rather elitist and one-sided,” Messner added.

The second issue about cyber love will launch during Art Basel Miami in December.

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