An English VISI adds to the colour of autumn

New Media introduced the 196-page magazine to guests at the official opening party of this year's Decorex Cape, the pinnacle event on the décor and design calendar.


Dries Badenhorst of Bizcommunity was there with the digital to capture the moment and a few celebrities:

Click on the images to enlarge

After successfully steering the Afrikaans magazine for the past three years, Sumien Brink is now also at the helm of the English VISI. She reveals that the launch issue runs the gamut of décor ideas, adapted to every cultural climate. According to Brink, "It features the conversion of a Bloemfontein stable dating back to 1817 into a hi-tech singleton residence; ceramicist, Anthony Shapiro's earthy, contemporary African home in Johannesburg; an urban-cool haven in Cape Town; artist, JP Meyer's spiritual retreat in the Karoo and the revival of an inner-city hotel."

She adds, "VISI readers are passionate about design so for the launch issue we have pushed creative boundaries by combining the worlds of furnishing, fabric and fashion. For our cover feature, 'A boudoir to make you blush', décor editor, Tina-Marie Malherbe and fashion leader, Jackie Burger have combined their artistic spirits to produce an array of visually stimulating images from a decadent mix of satin, tulle, velvet and silk in ballet pink and black."

Brink's proudest boast is that VISI supports homegrown talent and offers all-local content. She stresses that the English title, like its Afrikaans counterpart, will continue to endorse South African designers and manufacturers. Hence the magazine features bedding designer, Helen Gibbs of 'Helon Melon', Durban's Egg Designs and textile artist, Jenny Gifford, as well as interviews with Boyd Ferguson and Neville Trickett.

Brink also says that VISI focuses more keenly on food. Guest food editor, Abigail Donnelly has overseen a 12-page lifestyle spread, which includes an autumn comfort-cuisine feature, with recipes for a delectable Cheshire cheese and courgette soufflé and a beetroot and choc-truffle marble cake. In terms of entertainment, readers are invited to sit down with Francois Pienaar for a lazy Sunday afternoon lunch in the Boland, while couturier Gloria Arendz reveals her address book secrets on where to dine, shop for silver trinkets and chandeliers and her favourite hairstylist.

To further enhance the décor and lifestyle experience, every issue of VISI will include a comprehensive guide to the latest books, wine and travel news and where to find the trendiest and most sought-after design innovations.

According to publisher, Irna van Zyl, the English launch answers reader and advertiser demands. "More than a quarter of VISI's current readers are English," she says, "and more than 30%, responding to a survey, requested an English title. By repositioning VISI magazine as the only dual-language décor and lifestyle magazine, the publication's visual and editorial uniqueness will be available to a much larger audience."

Van Zyl estimates that approximately 25% of current readers will migrate to the English version. However, the two titles will share one ABC so the switch will not have a negative effect on circulation figures.

VISI's first two-version print run is set at 36 0000, of which 16 000 will remain in Afrikaans. The English edition of VISI will appear seasonally and will be available at décor shows and countrywide at Woolworths, Exclusive Books, CNA, At Home, airport bookstores and selected décor, Pick 'n Pay and Spar stores. Its cover price is R34.95.