The story of ActuallyMAG
Unlike other fairytales and bedtime stories; ActuallyMAG’s becoming was slightly less than courageous. Maybe suave. But definitely not courageous. With the background set across our three stores: ACTUALLY…, ActuallyActually and Very Wooonderland, the story begins with us hanging around our stores; chatting a little too much with our customers for our own good. We loved the random and fleeting conversations brought up during these little instances. The topics were light and casual, and they were nothing too serious that left suffocating bouts of complexity for us or our listeners.
Well, every decent story has an evil villain, and in our story, we have “Time”. Time was a very, very bad girl (who said Time was a boy?). She robbed us of the luxury of being able to hang around our stores, thus gradually lessening our visits and in turn reducing the opportunities for having said conversations. This was when we started the conceptualization of ActuallyMAG.
ActuallyMAG was conceived as a platform to reach out to our customers and more. We wanted to relive that rawness of a conversation. With some help from the digital age, the idea was made more feasible. The raw concept faced many changes and revisions, and after much deliberation, the mag finally went live in January 2011.
Today, we are largely defined as a lifestyle magazine. We cover an extensive range of topics, and they are broadly classified under our 5 categories: Arts + Design, People, Locus, Uniform and Static. Through these categories, we are able to communicate our topics out on a larger scale. And we are doing all this without having to move a single jaw muscle. Isn’t this every chatty individual’s lifelong goal? Well yeah, we guess. We hope to be able to get this out to more people. With your help, that is.
YOU ARE LOVE
In this day and age, the act of sweeping our feelings under the rug has become far too common. YOU ARE LOVE is a truly sensitive and personal project to us. With this project, we hope to bring awareness and acceptance to some very human and social issues; topics that are affecting and happening around us which are usually kept mum.
While we are not qualified to provide any advice for the affected individuals, we only hope to alleviate their burdens by acknowledging the presence of these issues; by letting them know that people are aware of what they are facing, that someone out there cares, and that they are not alone. Through this project, we want to tell these individuals that everyone is worthy of unconditional love no matter what they have gone through; with the ultimate goal of telling them: “YOU ARE LOVE”.