qved 2014

Qved is a high profiled yearly conference format focusing on editorial design and conception, including well established Editorial Designer like Mirko Borsche (Zeit), Mario Lombardo (Spex), Lars Harmsen (Slanted) or Johannes Erler (Stern) or Mike Meiré (Brand Eins).

Mike Koedinger, host of the conference and publisher of „Confessions. Eroticism in Media“ invited me to give a 60 min. lecture about the story behind Mirage Magazine. Afterwards I had the special honor to be part of a panel discussion including Harry Peccinotti, legendary Art Director of Nova Magazine and Photographer of my favourite Pirelli Calender 1969.

Launch website

Official Resumé:
Mirage is rather an object than a publication, its main feature being sumptuous compositions of images and an unconventional aesthetic appeal that Frank Rocholl calls »stimulated experiences«. Thus, Rocholl and Purienne rely on a printed product, i.e. on the significance of the materials, haptic encounters, and excellent photo series.

»Mirage« for its editors is linked with the innovative and creative (linguistic) concepts like »futurepast«, which implies that retrospection is as significant as the view into the future, and both merge in a design that combines a biology text book style with a fashion magazine. The latter, then, is characterized by major contrasts between fashion photography and editorial. Potential contributors were enthusiastic when they received the first pdf of the journal.

Practical intervention followed: organized photo-shootings, texts, supply with inspirational modules that could be used for the first edition. Frank Rocholl has always seen »Mirage« as an alternative to his regular job as an Art Director: »Sometimes I felt like a design flow heater«, he describes this situation. When he cannot realize his ideas in every business, »Mirage« is the medium of choice.

The photo series in the magazine are like short films that set the mood. They usually focus on a single topic or artist per edition. In their pictorial language, Frank Rocholl and Henrik Purienne present an »anti-photoshop world«, a world characterized by naturalness, an intentional lack of polish, colours, and a uniquely sensual image of women that you won’t find in any other magazine any more. That’s a lot of individualism, and it is being rewarded: Collectors are nowadays paying more than € 400 for the first edition of »Mirage Magazine«.