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	<title>Observer &#187; Move Over James Truman! Stefano Tonchi is Fixing Up W&#8217;s New Office</title>
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		<title>Observer &#187; Move Over James Truman! Stefano Tonchi is Fixing Up W&#8217;s New Office</title>
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		<title>Move Over James Truman! Stefano Tonchi is Fixing Up W&#8217;s New Office</title>

		<comments>http://observer.com/2010/06/move-over-james-truman-stefano-tonchi-is-fixing-up-iwis-new-office/#comments</comments>
		<pubDate>Mon, 21 Jun 2010 22:21:08 -0400</pubDate>
					<link>http://observer.com/2010/06/move-over-james-truman-stefano-tonchi-is-fixing-up-iwis-new-office/</link>
			<dc:creator>Zeke Turner</dc:creator>
				
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		<description><![CDATA[<p><img class="alignleft" src="http://nyoobserver.files.wordpress.com/2011/06/0621stefano.jpg?w=199&h=300" />
<p class="MsoNormal">In&nbsp;a few short months, <em>W</em> magazine will be moving&nbsp;out of the&nbsp;Fairchild ghetto on Third Avenue&nbsp;and into space on the 19<sup>th</sup> floor of the Cond&eacute; Nast building at 1166 Sixth Avenue, Stefano Tonchi told The Observer this afternoon.</p>
<p class="MsoNormal">&ldquo;They were probably bank offices before," Mr. Tonchi said.</p>
<p class="MsoNormal">That will not work!</p>
<p class="MsoNormal">"They probably have to be reconfigured to be a magazine offices especially when you think about a magazine that needs closet, art department and a studio," he said.</p>
<p class="MsoNormal">Mr. Tonchi said that he requested that Cond&eacute; Nast add closet space to the floor to help keep shoes and clothing racks out of the way. Renovations to the office will also add an art department and a photography studio.</p>
<p class="MsoNormal">"They are building for us a studio, a proper studio," he said.</p>
<p class="MsoNormal">The studio will allow fashion news and features director Armand Limnander, who Mr. Tonchi <a href="/2010/media/tonchi-hires-four-w">brought along</a> from<em> <em>T</em> <em>magazine</em></em>, to compose the front of book in house.</p>
<p class="MsoNormal">&ldquo;There&rsquo;s no big extravaganza,&rdquo; Mr. Tonchi said. &ldquo;Sure, there&rsquo;s going to be a reception area that will be branded like <em>W</em> and a conference room that has to be branded as <em>W</em> because that&rsquo;s where you see people.&rdquo;</p>
<p class="MsoNormal">Unlike James Truman, who, as editorial director of Conde Nast, <a href="http://www.nytimes.com/1999/08/01/magazine/the-truman-show.html?ref=james_truman">oversaw the design of the magazine empire's space at 4 Times Square</a>, Mr. Tonchi said he was only contributing to the design of <em>W</em>'s new office space, but would not take full credit. Mr. Tonchi added that he would seek guidance from Annabelle Seldorf about how to decorate his personal office.</p>
<p class="MsoNormal"><em>W</em> will move into the new space at the end of August, shortly after Mr. Tonchi&rsquo;s first issue hits stands. What will that September issue look like?</p>
<p class="MsoNormal">&ldquo;There are going to be adjustments to the photography, typography and features, but it will be an evolution of what it was before. You don&rsquo;t want to surprise anyone,&rdquo; Mr. Tonchi said.</p>
<p class="MsoNormal">&ldquo;This is probably more elegant, I hope.</p>
]]></description>
		<content:encoded><![CDATA[<p><img class="alignleft" src="http://nyoobserver.files.wordpress.com/2011/06/0621stefano.jpg?w=199&h=300" />
<p class="MsoNormal">In&nbsp;a few short months, <em>W</em> magazine will be moving&nbsp;out of the&nbsp;Fairchild ghetto on Third Avenue&nbsp;and into space on the 19<sup>th</sup> floor of the Cond&eacute; Nast building at 1166 Sixth Avenue, Stefano Tonchi told The Observer this afternoon.</p>
<p class="MsoNormal">&ldquo;They were probably bank offices before," Mr. Tonchi said.</p>
<p class="MsoNormal">That will not work!</p>
<p class="MsoNormal">"They probably have to be reconfigured to be a magazine offices especially when you think about a magazine that needs closet, art department and a studio," he said.</p>
<p class="MsoNormal">Mr. Tonchi said that he requested that Cond&eacute; Nast add closet space to the floor to help keep shoes and clothing racks out of the way. Renovations to the office will also add an art department and a photography studio.</p>
<p class="MsoNormal">"They are building for us a studio, a proper studio," he said.</p>
<p class="MsoNormal">The studio will allow fashion news and features director Armand Limnander, who Mr. Tonchi <a href="/2010/media/tonchi-hires-four-w">brought along</a> from<em> <em>T</em> <em>magazine</em></em>, to compose the front of book in house.</p>
<p class="MsoNormal">&ldquo;There&rsquo;s no big extravaganza,&rdquo; Mr. Tonchi said. &ldquo;Sure, there&rsquo;s going to be a reception area that will be branded like <em>W</em> and a conference room that has to be branded as <em>W</em> because that&rsquo;s where you see people.&rdquo;</p>
<p class="MsoNormal">Unlike James Truman, who, as editorial director of Conde Nast, <a href="http://www.nytimes.com/1999/08/01/magazine/the-truman-show.html?ref=james_truman">oversaw the design of the magazine empire's space at 4 Times Square</a>, Mr. Tonchi said he was only contributing to the design of <em>W</em>'s new office space, but would not take full credit. Mr. Tonchi added that he would seek guidance from Annabelle Seldorf about how to decorate his personal office.</p>
<p class="MsoNormal"><em>W</em> will move into the new space at the end of August, shortly after Mr. Tonchi&rsquo;s first issue hits stands. What will that September issue look like?</p>
<p class="MsoNormal">&ldquo;There are going to be adjustments to the photography, typography and features, but it will be an evolution of what it was before. You don&rsquo;t want to surprise anyone,&rdquo; Mr. Tonchi said.</p>
<p class="MsoNormal">&ldquo;This is probably more elegant, I hope.</p>
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