MOUNTAIN SUPERSTUDIO™
MOUNTAIN SUPERSTUDIO™
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MOUNTAIN SUPERSTUDIO™

Prinçipal 17

We were approached to totally rebrand and redesign a fashion industry magazine to appeal to an international audience. In close collaboration with Photographer MIGUEL FLOR, who acts as creative director and editor for the publication, we named, branded, designed and art directed PRINÇIPAL MAGAZINE.

Published quarterly in Portugal for MODAPORTUGAL, the magazine portrays stories on Portuguese fashion, industry and designers, with the country’s geography and professional talent at its backdrop.

From a design perspective, the challenge was to design a bilingual magazine that wouldn’t fall on two of its main tropes: the Portuguese-English text side-by-side, or one of the languages sub-set on a section towards the end of the magazine. The approach was to develop two total different layouts, set in different typefaces, to present the magazine content in a sequential visual flow.

With each published issue of PRINÇIPAL, the design and art direction of the magazine has been evolving towards a balance between journalistic depth and progressive visual aesthetics. The creative direction established for the magazine favors a realistic and documental approach to fashion photography, placing its subjects in real-world environments and capturing them earnestly.

COVER, SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17 © 2017

COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17 © 2017

IFC, SHOT BY NUNO VIEIRA AND EDITOR'S NOTE, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, IFC–P. 1 © 2017

IFC AND EDITOR'S NOTE, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, IFC–P. 1 © 2017

EDITOR'S NOTE, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 2–3 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 4–5 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 6–7 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 8–9 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 10–11 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 12–13 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 16–17 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 18–19 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 20–21 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 22–23 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 24–25 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 26–27 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 28–29 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 66–67 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 68–69 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 70–71 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 72–73 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 74–75 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 76–77 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 78–79 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 82–83 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 86–87 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 90–91 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 94–95 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 98–99 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 100–101 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 102–103 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 104–105 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 106–107 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 108–109 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 110–111 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 112–113 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 114–115 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 116–117 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 120–121 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 122–123 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 124–125 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 146–147 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 148–149 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 150–151 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 152–153 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 154–155 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 156–157 © 2017

STOCKISTS, PP. 158–159 © 2017

IMPRINT, AND IBC SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, P. 160–IBC © 2017

IMPRINT, AND IBC SHOT BY NUNO VIEIRA FOR  PRINÇIPAL 17, P. 160–IBC © 2017

BACK COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17 © 2017

BACK COVER, SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17 © 2017

RIOPELE OPINION MAKER, PP. 30–31 © 2017

RIOPELE OPINION MAKER, PP. 34–35 © 2017

RIOPELE OPINION MAKER, PP. 36–37 © 2017

RIOPELE OPINION MAKER, PP. 38–39 © 2017

RIOPELE OPINION MAKER, PP. 40–41 © 2017

RIOPELE OPINION MAKER, PP. 42–43 © 2017

RIOPELE OPINION MAKER, PP. 46–47 © 2017

TINTEX THE TIME IS NOW, PP. 134–135 © 2017

TINTEX THE TIME IS NOW, PP. 136–137 © 2017

TINTEX THE TIME IS NOW, PP. 138–139 © 2017

TINTEX THE TIME IS NOW, PP. 140–141 © 2017

TINTEX THE TIME IS NOW, PP. 142–143 © 2017

TINTEX THE TIME IS NOW, PP. 144–145 © 2017

Rio Pele and Rio Douro videos

For Prinçipal 17, we directed videos for two sessions, Rio Pele and Rio Douro, both Portuguese rivers, which was the main underlying theme of issue 17 of the magazine. For Rio Pele, art directed by Miguel Flor, and shot by Nuno Vieira at Riopele decommissioned facilities, we created 6 cuts exploring with model Margarita Pugovka, improvised fluid interactions with the camera and space.

Rio Douro was shot by Miguel Flor at one of its major damns, Barragem da RÉgua, and places its subjects against the concrete brutalist monumental architecture of the space and its machinery. There’s an extensive inter-play between portrait and long distance shots, contrasting the relative scales between subjects and location.

Music was produced post-video-editing by Lisbon based sound and media-artist André Gonçalves, and co-exists with the video footage residual sounds.

RIO PELE I, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE II, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE III, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE IV, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE V, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE VI, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO DOURO, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

MOUNTAIN SUPERSTUDIO™

Prinçipal 17

We were approached to totally rebrand and redesign a fashion industry magazine to appeal to an international audience. In close collaboration with Photographer MIGUEL FLOR, who acts as creative director and editor for the publication, we named, branded, designed and art directed PRINÇIPAL MAGAZINE.

Published quarterly in Portugal for MODAPORTUGAL, the magazine portrays stories on Portuguese fashion, industry and designers, with the country’s geography and professional talent at its backdrop.

From a design perspective, the challenge was to design a bilingual magazine that wouldn’t fall on two of its main tropes: the Portuguese-English text side-by-side, or one of the languages sub-set on a section towards the end of the magazine. The approach was to develop two total different layouts, set in different typefaces, to present the magazine content in a sequential visual flow.

With each published issue of PRINÇIPAL, the design and art direction of the magazine has been evolving towards a balance between journalistic depth and progressive visual aesthetics. The creative direction established for the magazine favors a realistic and documental approach to fashion photography, placing its subjects in real-world environments and capturing them earnestly.

COVER, SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17 © 2017

COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17 © 2017

IBC SHOT BY NUNO VIEIRA, AND EDITOR'S NOTE SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, IFC–P. 1 © 2017

IFC AND EDITOR'S NOTE SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, IFC–P. 1 © 2017

EDITOR'S NOTE, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 2–3 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 4–5 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 6–7 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 8–9 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 10–11 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 12–13 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 16–17 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 18–19 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 20–21 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 22–23 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 24–25 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 26–27 © 2017

RIO PELE 41.427016, -8.428540, A STORY ART DIRECTED BY MIGUEL FLOR AND SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, PP. 28–29 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 66–67 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 68–69 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 70–71 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 72–73 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 74–75 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 76–77 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 78–79 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 82–83 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 86–87 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 90–91 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 94–95 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 98–99 © 2017

RIO DOURO 41.147002, -7.739844, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, PP. 100–101 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 102–103 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 104–105 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 106–107 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 108–109 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 110–111 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 112–113 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 114–115 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 116–117 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 120–121 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 122–123 © 2017

RIO CARAPITO 41.314386, -8.653675, A STORY SHOT BY RUI AGUIAR FOR PRINÇIPAL 17, PP. 124–125 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 146–147 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 148–149 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 150–151 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 152–153 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 154–155 © 2017

BACKSTAGE MODA LISBOA, A STORY SHOT BY DANIEL NUNES FOR PRINÇIPAL 17, PP. 156–157 © 2017

STOCKISTS, PP. 158–159 © 2017

IMPRINT, AND IBC SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17, P. 160–IBC © 2017

IMPRINT, AND IBC SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17, P. 160–IBC © 2017

BACK COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 17 © 2017

BACK COVER, SHOT BY NUNO VIEIRA FOR PRINÇIPAL 17 © 2017

RIOPELE OPINION MAKER, PP. 30–31 © 2017

RIOPELE OPINION MAKER, PP. 34–35 © 2017

RIOPELE OPINION MAKER, PP. 36–37 © 2017

RIOPELE OPINION MAKER, PP. 38–39 © 2017

RIOPELE OPINION MAKER, PP. 40–41 © 2017

RIOPELE OPINION MAKER, PP. 42–43 © 2017

RIOPELE OPINION MAKER, PP. 46–47 © 2017

TINTEX THE TIME IS NOW, PP. 134–135 © 2017

TINTEX THE TIME IS NOW, PP. 136–137 © 2017

TINTEX THE TIME IS NOW, PP. 138–139 © 2017

TINTEX THE TIME IS NOW, PP. 140–141 © 2017

TINTEX THE TIME IS NOW, PP. 142–143 © 2017

TINTEX THE TIME IS NOW, PP. 144–145 © 2017

Rio Pele and Rio Douro videos

For Prinçipal 17, we directed videos for two sessions, Rio Pele and Rio Douro, both Portuguese rivers, which was the main underlying theme of issue 17 of the magazine. For Rio Pele, art directed by Miguel Flor, and shot by Nuno Vieira at Riopele decommissioned facilities, we created 6 cuts exploring with model Margarita Pugovka, improvised fluid interactions with the camera and space.

Rio Douro was shot by Miguel Flor at one of its major damns, Barragem da RÉgua, and places its subjects against the concrete brutalist monumental architecture of the space and its machinery. There’s an extensive inter-play between portrait and long distance shots, contrasting the relative scales between subjects and location.

Music was produced post-video-editing by Lisbon based sound and media-artist André Gonçalves, and co-exists with the video footage residual sounds.

RIO PELE I, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE II, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE III, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE IV, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE V, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO PELE VI, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017

RIO DOURO, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 17 © 2017