Hugo Hoppmann
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GQ Italia
I was hired by Mike Meiré to help redesign and shape the Italian Gentlemen’s Quarterly, published monthly by Condé Nast in Milan.

Additionally to being part of building the overall design I created a special pagination font and the handwritten lettering throughout the publication. More background info on the redesigning process in my blog.

Creative Direction Mike Meiré. Editor-In-Chief Carlo Antonelli. Design and Art Direction Agnes Grueb, Hugo Hoppmann, Hannes Aechter.

PRESS STATEMENT BY MIKE MEIRÉ

 
The new GQ Italia presents itself at the newsstand with its first issue in October 2013. Editor Carlo Antonelli approached Art Director Mike Meiré to bring to life a GQ transporting a new image of modern masculinity.
 
Mike Meiré: “A more masuline appeal was needed, as the diversity and depth was missing in the current GQ focus on post-modern hipsters. However, the title already carries a strong DNA that reaches beyond modern fashionistas: Gentlemen’s Quarterly. Carlo and I started a discussion on what it means today to be a Gentleman. Being a Gentleman is about style, charisma, performance, and disirability. It is a more enriched dimension of what GQ was until now: too restricted by hip and stylish looks — in other words: too flat.”
 
The aim was to create an image of a sophisticated man balancing post modernity with life experience and wisdom. In terms of design, this meant a more masculine approach, reflected in typography, layout, image selection and overall visual language.
 
Based on a retro-futuristic appeal, the visual language evokes a new vintage sophistication. A slight erotic subtext provokes masculine clichés, bringing forth a new quality in entertainment. Making a certain old school approach visible — yet on a contemporary level, balancing sophistication and post-modernism.
 
The result is less one-deminsional, more playful. Less corporate, more daring, adventurous and erotic. Meeting the modern man eye to eye, reflecting his wisdom and enriching that with pleasure, indulgence and treats that we as modern men are interested in: money, cars, food, fashion, and sex. We work and perform, and want to see that being taken serious, combined with style and play that appeals to us.
 
It was my goal to develop a visual language that opposes the dictate and irrelevance of self-absorbed “hip and stylish” magazines, bringing in more depth, and ultimately bring back the Gentleman.

More on the history and the redesign of the Gentlemen’s Quarterly in the blog.
Thank you again to everyone at Meiré und Meiré, and special thanks to Mike and Agnes, Hannes and Tim — and Carlo Antonelli, Carlo Annese, Mauro and the whole GQ team in Milan!
 
 
Hugo Hoppmann
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