Emily Tobin, World of Interiors
This week we meet Emily Tobin, editor of World of Interiors. During her two years in the role (she was previously deputy editor), she has launched worldofinteriors.com and overseen an investment in special print editions, the latest of which is Top Shelf, a limited-edition one-off devoted to sex and erotica.
World of Interiors launched in 1981, and was bought two years later by Condé Nast. Over the subsequent 45 years is has established itself as the definitive reference point for design and decoration publishing—it sits proudly alongside the likes of Apartamento and Ton on our shelves. Emily explains the special editions strategy—‘I really wanted to celebrate how brilliant our print product is,’—as she shares her week, and notes that, ‘World of Interiors is the original indie mag.’
What are you doing this morning?
Wake up. Alarm off. I hate the snooze button. Recently I’ve been starting the day with some stretches (no doubt a direct response to a recent big birthday). I make myself a delicious breakfast and then bore all my friends by telling them how delicious my breakfast was whenever I get the chance. Some sort of boiled egg / black coffee combo. I try to walk to work whenever possible although far too often my diary gets in the way of this.
Describe your work environment.
We’re based in The Adelphi which is a handsome Art Deco building on the Thames. My window looks north over the cupolas and dormer windows of the Strand towards the BT Tower. In the office itself there are 20 on World of Interior’s editorial team; a brilliant bunch of artists and wordsmiths who love nothing more than nerding out on interiors, art, design and culture.
Which magazine do you first remember?
I was a proud member of the RSPCA and said membership came with a monthly mag. I remember using a tea spoon to unpick the staples so I could blue tac posters of Alsatians and mournful looking sheep to my bedroom wall.
Aside from yours, what’s your favourite magazine/zine?
I was recently given a French magazine from 1934 called L’Illustration which is a thing of extraordinary beauty. Nest is unbeatable. We have a good collection in the office. I love what Penny Martin does at The Gentlewoman and likewise Sarah Moonves at W. Here’s to getting more clever, creative women into these roles.
What other piece of media would you recommend, and why?
Better Things—iIgnore Louis CK’s involvement in season one and focus on the genius that is Pamela Adlon. Soul Music—this long running Radio 4 series is a magical form of story-telling.
Describe Top Shelf in three words
Sexy. Strange. Beautiful
As you researched Top Shelf, how did you establish the line between titillating and obscene?
Top Shelf was never intended to be provocative for the sake of provocation alone, it was always about showing humanity’s long and complex history with sex and erotica. Month in month out we are given access to people’s homes, these spaces are inherently intimate, they are where our most private rituals play out. World of Interiors has always understood the tension between revelation and concealment, Top Shelf was a way of pushing this idea to its limits.
Talk us through the strategy to publish extra publications alongside the monthly.
World of Interiors is the original indie mag. Much imitated but never bettered. Our archive is extraordinary, every interior you’ve ever glimpsed on social media has most likely featured in the magazine over our 45 year history. We’re growing digitally in a very exciting way but I really wanted to celebrate how brilliant our print product is. The Mini Issue and Top Shelf are just the beginning.
Highlight one story in the issue that sums up the new magazine and explain why you selected it.
The essay ‘From Russia with Lurve’ is written by WoI’s own David Lipton and tells the story of Catherine the Great’s suite of graphically erotic Rococo furniture. As David writes: ‘for all their palpable bawdiness, we have no reliable account of the furniture’s historical authenticity’. This story illustrates everything WoI is about: historically grounded, intelligently written with a dollop of good humour.
What has publishing taught you that may be helpful to anybody else planning to make their own magazine?
Have a point of view. Know your audience. The world needs creativity and human ingenuity—use yours.
What are you most looking forward to this coming week?
Tomorrow’s breakfast.
Art director Ben Weaver