This morning we’re visiting Zamm in Austria, a small and cozy magazine shop that also sells potted plants, prickly cacti and a range of other lifestyle products. We catch up with shop-owner and graphic designer Maximillian Huber to hear more.
When and why did you set up Zamm?
I set up Zaam in July 2014, in a different location. The space was quite big but it wasn’t possible to host events due to city restrictions, so I decided to change the location. When we moved to our new, smaller but cosier location in April 2015, I decided to turn the shop into more of a retail environment, with about 40 magazines on display, and a good selection of houseplants and homeware goods, and also a specialty coffee bar.
How do you lay out the magazines around the shop and how did you decide on that set up?
You can find magazines on all our shelves and tables around the shop, because we believe we need to spread the message of the premium quality of publications. Especially to those who forget about the magic of having paper in your hands!
I select all the magazines based on my personal preference and experience over the years (as a graphic designer and a magazine fanatic.) It’s now come to a point where new magazines get in contact with us and I mostly decide on what we order – I select them based on whether I find the magazine interesting, and if it fits in with our concept.
Who are your customers?
We are located in Vienna’s 7th district, which is the epi-centre for alternative, hip shopping, hence our customers are creative and like minded people, or tourists strolling around and looking for hidden gems.
Do you have a favourite local magazine?
It’s not really a magazine but more of an art publication by one of Austria’s most interesting street photographers – Severin Koller’s Vienna. I think there’s a lot of room for more interesting Austrian magazines.
What has the biggest challenge been?
Getting the right kind of customers into the shop. Once a magazine lover steps inside the doors of our little space, they usually leave with a big bag, but it’s hard getting the attention of exactly those kinds of customers. We love to convince everyone that print is here to stay and there’s nothing better than enjoying a couple of magazines on the couch on a cold Viennese winter Sunday.
What changes have you seen in the magazines since you opened?
I think there is a steady growth in new magazines, which I find very interesting, but sometimes also quite redundant when a lot of them seem like look-a-likes of Cereal or Kinfolk. Needless to say, there are still a lot of great new magazines arriving every month.