Having implanted themselves in two newsstands between Chiltern Street in London and Largo Treves in Milan, Air Mail has interwoven itself into the physical realm of tangible print media
The thesis of Air Mail – a lively digital weekly for the world citizen
Having implanted themselves in two newsstands between Chiltern Street in London and Largo Treves in Milan; Air Mail has interwoven itself into the physical realm of tangible print media – in-particular, magazines and periodicals. Founded in the year of 2019 under the guiding helm of Graydon Carter and Alessandra Stanley; Air Mail comes from the shared assiduity between Carter, Stanley, and their peers in the editorial field. Honing years of savoir faire in their designated fields of creative work; Chief Marketing Officer Emily Davis explains that the publication comes with the intent to offer news from across locations around the globe through a historical-breath-of-air. Curating varied content as compared to their peers in the publishing world; Air Mail coalesces news articles relating to the arts, politics, culture, fashion, literature, and crime to name a few.
Emily Davis and Anjali Lewis
Collating the news into designated categories on their site from their team of editors and writers. Davis remarks that Air Mail now consists of a team that has grown into approximately forty-five individuals. Arriving each Saturday morning in a clockwork fashion at six in the morning to their subscriber’s emails; the digital weekly slips their curated combination of articles in a newsletter style list. Sitting alongside Davis is Anjali Lewis, the Head of Strategic Partnerships and the General Manager of Air Supply and Angela Panichi, the Design Director of Air Mail. Davis marks that Air Mail’s growth over time is one that has been organic and with purpose.
«Over time, Air Mail’s organization grew in size. We needed more team members to assist in the expansion of Air Mail; as a digital weekly that can be accessible by crowds across the globe». Working on the ethos of ‘repetition of reputation’ has allowed for the growth of the digital weekly into what it is today. The absence of flitting in Carter’s intent and decisions made as an editor across his roles is present in Air Mail. Carter molded the mission and vision of Air Mail in a manner that has space for it to be malleable.
Air Mail – The Extension of a Digital Brand
Over the years, Panichi explicates that there has been an amalgamation between the digital realm in the matters of journalism and printed matter. This is the space in which Air Mail exists in. Utilizing the ever-evolving digital experience of the daily user; Panichi and Davis state that the brand has methodized a set manner of function to carry forth their user experience into the physical world.
The integration of the visual language of Air Mail and its branding cascaded across their physical and digital realm. Offering what they consider as a ‘human-touch’ to the Air Mail design and language offered to audience members. It has allowed them to have a following that tunes into their newsletters each week. «The intent to approach our Saturday morning newsletter with an allure of levity has played into the success of the brand. This approach was then carried forth into the tangible items that we are offering to our readers and subscribers», shares Davis.
Air Mail Express (Air Mail’s mobile coffee cart) & Jet Fuel
Beginning with short-form articles and journalism, Air Mail over time inculcated the presence of long-form journalism to its readers. In addition to this inclusion, the digital-weekly re-adjusted their online presence into a tangible one. This by offering a coffee experience on wheels. Coined ‘Air Mail Express’, a coffee cart was affixed unto a Piaggio Ape across New York city. As a means to stand apart from being a go-to coffee cart; the digital weekly offered its readers and passersby’s Air Mail’s proprietary coffee, ‘Jet Fuel’ and a hand-numbered broadsheets called ‘Printed Matter’.
Located in Greenwich Village in a brownstone. The interior of the building was preserved to assist in the visual aesthetic that reflected the voice of Air Mail. Assisted in design by architect Basil Walter; Carter veered from the corporate style. Here office spaces have been designed and operated. Located in the conference room is a plane with Air Mail’s type face on the sides of its body. For instance, complementing the office space are the crowning on the ceilings. From its primary state, original wooden flooring and gilded mirrors have been kept. Furthermore, the furniture pieces were scouted by Walter and his business partner, Brenda Bello. A mid-century-esque style of interior that dichotomizes the allure of Air Mail and its brand identity.
Efforts Towards Disseminating Information, Culture and Printed Matter
Along with this effort in providing the Air Mail experience in physical locations across London and Milan. Having first collaborated with Shreeji Newsagents in Chiltern Street in 2020 and uplifting the interior of the newsstand with the assistance of architect Gabriel Chipperfield, Air Mail proceeded to then merge interests with Milanese Newsstand, Edicola in Largo Treves. The newsstand in Largo Treves, which was in a period of torpor for two years, is now in its functioning state. Reconstructed by Walter and his business partner Brenda Bello from their architectural firm, BWArchitects and with the creative expression of Milanese Street artist Luca DiMaggio, the newsstand has been in function as of September 1st, 2021.
As Air Mail persevered as a digital weekly, the brand extended its offerings to its readers. Lewis states that a year into permeating Air Mail as a supplier of news in its multitudes of genres, the team collated their interests for curating items that were tangible for their readers. «For instance the intent derived from the mission of Air Mail». Davis then adds that the introduction of ‘Air Supply’; their online shop with items selected and curated by their team of editors. Aside from selling Air Mail merchandise, editors source and recommend items that are esoteric in nature that appeal to their readers.
Arts Intel Report
Offering the native readers that frequent these newsstands and followers of Air Mail the collaborative experience. Stamped coffee cups, bookmarks, and a peek into Air Mail’s digital issues through WiFi integration. «Having come from years of experience in printed media, Air Mail, while existing as a digital platform, Air Mail aspired to put its efforts into spaces that shared an ardor for the curation and preservation of periodicals». Air Mail’s efforts to disseminate culture goes further out into the physical spaces through its efforts in their Arts Intel Report.
Collating events in the topics of the Arts, Film & Television, Music and Stage to name a few. Air Mail has now entered the market to recommend ‘things to do’ for their readers and visitors of their platform. Grouping events into set categories and based on their locations around the globe; the Arts Intel Team suggests events that have taken place; ones that are happening and those that are yet to come. Lewis, Davis and Panichi state that the interface of the Arts Intel Report works to bring their readers closer to culture and the arts. To conclude, the encyclopedic rolodex will be receiving an update that would allow for readers and users to retrieve information on the go.
Air Mail, New York City
A mobile-first digital weekly, founded in 2019. Under the guiding helm of Graydon Carter and his team of editors. They have over time accrued experience across publications over the years. Based in New York, the digital weekly offers articles from across the globe each week. It has since partnered with newsstands across two locations. An effort made by the team to champion physical print magazines and its sellers.