NewsLifeMedia’s lifestyle publisher Nick Smith has unveiled Origami at Home a special edition from popular homes brand Inside Out extending the company’s investment in the handmade publishing trend.
The paper-folding special edition Inside Out’s Origami at Home is entry level crafting and follows NewsLifeMedia’s success in the mindfulness and nostalgia consumer publishing category with adult colouring books, complex dot-to-dots and most recently the Country Style Heirloom recipe book.
Mr Smith said: “We’re tapping into the ‘Peter Pan’ movement, where adults are delighting in the nostalgia of childhood activities re-purposed in the pursuit of mindfulness, sharing and family fun.
“Our special editions are designed around both discovering and driving consumer interest in trending activities and they now play a key part in the spectrum of our publishing business. At one end NewsLifeMedia’s lifestyle portfolio is driving advanced digital connection with our audiences, and at the other, we allow them to take a digital detox and make time for themselves.”
Key to NewsLifeMedia’s publishing strategy these special editions take a trending activity and deliver it to the consumer under the umbrella of one of its strongest and trusted brands.
Inside Out editor-in-chief Claire Bradley said: “There’s something thoroughly modern about the geometry and practice of folding origami that translates to modern interiors style. We love that something so traditional translates to now and are delighted to be the first to tap into this trend for the broader Australian consumer.
“We are launching with a wonderful social campaign around the basic concept of the origami chain. Folding and making small origami tokens are made and given as a token of friendship and love. Show someone you care by leaving a note with a small figure to start the origami chain. Traditionally, models were made and given with gifts as tokens of good luck. We’re inviting our audience to fold a model from the book – with our paper – post it on Instagram and tells us who they’re giving it to and why with #origamichainIO.”
On sale from today Inside Out’s Origami at Home comes with 50 sheets of specially designed paper by the Inside Out team. The special edition shows how to embrace the traditional values of the ancient art of paper folding in a contemporary way and also includes some beautiful styling ideas to showcase finished work.
Origami at Home is supported by a step-by-step visual guide on youtube.com/insideoutaus
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