The online store Soul Studio selects curated products and publications and includes a collective collaboration among designers, artists, and brands to create limited edition prints and objects
It was 2016 when Soul Studio, an independent online store, was launched. «It is the natural evolution of Soulmag, an Italian online magazine focused on lifestyle, design, independent publishing, culture and style», says Silvia Peron, the founder. «We wanted to give a new and tangible dimension to it, to offer our readers the chance to discover interesting brands, publications, and stories and also to buy the products we talked about. This is why we decided to create an online shop and then, one year later, to run a temporary physical store and exhibition space in Rome from 2017 to 2018».
The team behind the project is composed of the same people that founded Soulmag, back in 2013. They mainly work web-based and are located in different cities across Italy and Europe: Venice, Rome, and Brussels. Describing Soul Studio is not easy as it is «a continuously evolving project», Peron says.
To put it simple, «we could describe it as an independent online store that sometimes turns physical by joining events and markets. Our aim is and will always be to offer a very curated selection of products and publications, to share our vision of beauty and quality». Building up their visual identity and style, the website offers the user a possibility of choosing among different items: stationery, magazines, books, accessories.
That’s why they don’t have only one focus: Soul Studio is a mix of more elements: quality, research, curation, curiosity, consistency. «We think these elements combined shapes our identity and allow the project to be recognizable, although always evolving», she points out. One element not be forgotten is also their independent identity, which, in the current landscape, could be a real challenge.
At the same time, though, there are some opportunities emerging from being independent: «the one to one relationship we can establish and maintain with customers and suppliers and the freedom to choose contents, products, collaborations guided by our Soul Studio vision». In this way, they’re free to develop projects which see cross-contamination among different expertise and bring to unexpected results.
PAPER is one example. It is an event they co-organized in Rome with Cottonmag, a monthly appointment and a little selected market dedicated to illustration and independent publishing. Or «the collaboration with Studio Mistaker, a super talented multi-disciplinary creative studio specialized in visual design who created ‘Once Were Pop’ an amazing project and exhibition displayed at our first birthday», Peron underlines.
But looking to the future more projects are on the pipeline. Relaunching Soulmang, their online lifestyle magazine — and original root-idea of the group — is one of them. «We are working on some Soul Studio limited edition products in collaboration with designers and artists», Peron adds. Working mainly online, if they have to imagine another physical store in the future the one they had in Rome becomes a real point of reference: «It was a hybrid space, both a store and an exhibition space where we regularly had publications launches, exhibitions, and live-talks».