New Casaviva: emotions and solutions for home living

On newsstands from tomorrow, 19 March, the Mondadori monthly ups the stakes on good taste, professionalism and elegance

Casaviva, the historic Mondadori interior design magazine, edited by Paola Girardi, from 19 March will be on newsstands with a completely new look; a change that ups the stakes on good taste, professionalism and elegance.

The logo, brought back from the first edition of the monthly published in 1973, has been given a modern twist, with a more colourful and visual impact. The layout is clean and refined, with each element given the best emphasis, thanks to evocative images to make the reader dream.

Casaviva will have a new positioning that balances aspirations and service with an editorial mix that combines both the desires of the target and practical service to help readers with more technical and style-related decisions.

The magazine, which features both tradition and the new, is now even closer to the reader. In fact Casaviva is a reference point for people who want to enjoy their homes with feeling and passion, offering interior plans and solutions linked to buying for the home and day-to-day home life.

The magazine opens with the traditional section on what’s new, with a focus on the theme of the month, news and shopping.

And from this month Casaviva will revisit the 4 sections on which the magazine is based.

The first is La casa del mese (Home of the month), an historic section which is based on an authentic design plan, for which under-30 architects suggest ideas and solutions to revamp a home. The second section, Abitare e dintorni (Living etcetera), presents homes and environments of different styles and moods. Piaceri e passioni (Pleasures & passions) is the section dedicated to food and entertaining, where readers can find recipes and ideas for a passionate and harmonious relationship with food and conviviality. The final section, I nostri esperti (Our experts), invites the involvement of the readers and offers concrete and immediate solutions with the help of professionals from the sector.

The new formula of Casaviva has been warmly received by advertising clients: the April issue of the magazine has recorded, despite a rise in average ad rates during the period – an increase of over 30% in page numbers compared with last year; a figure that confirms the positive trend of the entire “Living” portfolio managed by Mondadori Pubblicità.

In support of the re-launch of Casaviva an advertising campaign has been planned across a variety of media: TV (Mediaset channels, Sky, MTV and digital), print (Mondadori magazines), web sites and points of sale. In particular, in the week of the re-launch, selected newsstands in the centre of Milan will be decorated with promotional materials highlighting the monthly’s re-launch.

The title has also opened a Facebook page.

The new Casaviva will be on newsstands on Saturday 19 March, at the special price of €2.50.