Apartment Therapy on: Chocolat Magazine

Apartment Therapy on: Chocolat Magazine

Aaron Able
Aug 24, 2007

Domino Double-take. Whoa! I flipped through a discarded copy of Chocolat at my favorite lunch spot yesterday and it is the spitting image of Condé Nast's Domino. I immediately scoured the mast head for a reference to being Domino's Canadian cousin, with no luck. Launched a year ago by Canada's largest magazine publisher, Rogers, Chocolat fills the void left by U.S. magazines in the Canadian market by only including products that are available in Canada. Beyond the name change and Canadian price tags, Chocolat is a direct rip-off of Domino — the cover, the same typefaces, the same basic design and the same structure — and as a magazine junkie (especially in the shelter category) I'm surprised I've never heard of it...

AT has some loyal Canadian readers and all the editors see their letters and comments about the differences in Canadian prices (especially at IKEA). I think that a magazine like Chocolat is a great service — especially with separate French and English versions — but as a magazine designer, why would a design team not strive to do something unique? Even if the editorial content is similar, there are countless design solutions to the same problem. Any Canadian ATers care to comment? Any Domino staff members care to comment?

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