New Mags was born in Copenhagen. A single copy of Kinfolk, brought back home, sparked Jesper Svangård's vision to share these rare publications with the world. Fashion, photography, architecture, travel, and gastronomy. A horizontal library.
The story of New Mags begins with a copy of Kinfolk. At the time, co-founder Jesper Svangård was working in the world of Scandinavian furniture and design when his partner brought the magazine home. Captivated by the object itself, and surprised by how hard it was to find in Denmark, he ordered some 300 copies, hand-packed them in batches of six, and offered them to his clients. They sold out in no time. He tried again with The Kinfolk Table. Same result. What was meant to be a side project soon became New Mags.
Founded in Copenhagen in 2016, the house has since built its catalogue title by title, spanning photography, fashion, architecture, art, gastronomy, and travel. Here, the coffee table book is never treated as a mere decorative object: it belongs as much to the library as to the living room, to be read, stacked, and kept intentionally within reach.
In 2021, New Mags brought this vision to life in their Copenhagen flagship, designed by Norm Architects with a nod to traditional libraries.
On a walnut Kyoto table by NV Gallery, the concept comes into its own. A few monographs, a photography book, another on architecture: as the stack changes, it shapes less of a decoration, and more of a quiet personal archive of taste.
Taste
Copenhagen · New Mags · Kinfolk · Coffee table books · Print culture · Personal archives · Norm Architects · Photography books
