American Art and Architecture Commons^™

Modernism Remodeled: Branding The Image Of Modernism In Dwell Magazine, 2000–2010, Lauren Gallow

Lauren L. Gallow

Dwell magazine is not a magazine and it is not about architecture. Often grouped in the shelter magazine category, Dwell describes itself as somewhere between an architecture trade publication and a consumer shelter magazine, pulling successfully from both of these audiences to form its current circulation base of 341,000. In an analysis of the ten-year history of the Dwell brand—which includes the magazine as well as several other branding outlets, including a website, a design show, and even a line of Dwell prefabricated houses—this project examines how the Dwell company has created and insistently promoted a lifestyle based on the …