MOUNTAIN SUPERSTUDIO™
MOUNTAIN SUPERSTUDIO™
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MOUNTAIN SUPERSTUDIO™

Prinçipal 18

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 MIGUEL FLOR FOR PRINÇIPAL 18 © 2017

COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, IFC–P. 1 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 2–3 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 4–5 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 6–7 © 2017

TABLE OF CONTENTS, PP. 8–9 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 22–23 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 24–25 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 26–27 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 30–31 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 34–35 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 38–39 © 2017

RICARDO ANDREZ, A SHORT STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 44–45 © 2017

RICARDO ANDREZ, A SHORT STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 46–47 © 2017

RICARDO ANDREZ, A SHORT STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 48–49 © 2017

RICARDO ANDREZ, A SHORT STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 50–51 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 56–57 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 58–59 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 62–63 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 64–65 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 68–69 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 82–83 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 84–85 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 88–89 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 94–95 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 104–105 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 106–107 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 108–109 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 110–111 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 114–115 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 116–117 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 118–119 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 120–121 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 122–123 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 124–125 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 134–135 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 136–137 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 138–139 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 140–141 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 142–143 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 144–145 © 2017

STOCKISTS, PP. 146–147 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 148–149 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 150–151 © 2017

IMPRINT, AND IBC PRINÇIPAL 18, P. 152–IBC © 2017

BACK COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18 © 2017

BACK COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18 © 2017

IMPETUS ALL ABOARD, PP. 12–13 © 2017

IMPETUS ALL ABOARD, PP. 14–15 © 2017

IMPETUS ALL ABOARD, PP. 16–17 © 2017

IMPETUS ALL ABOARD, PP. 18–19 © 2017

RICARDO ANDREZ NO MANDATORY PIECES, PP. 40–41 © 2017

RICARDO ANDREZ NO MANDATORY PIECES, PP. 42–43 © 2017

RICARDO ANDREZ NO MANDATORY PIECES, PP. 52–53 © 2017

RICARDO ANDREZ NO MANDATORY PIECES, PP. 54–55 © 2017

JOÃO OLIVEIRA WHAT'S NEXT, PP. 96–97 © 2017

JOÃO OLIVEIRA WHAT'S NEXT, PP. 98–99 © 2017

JOÃO OLIVEIRA WHAT'S NEXT, PP. 100–101 © 2017

JOÃO OLIVEIRA WHAT'S NEXT, PP. 102–103 © 2017

SELVA CONCRETE JUNGLE, PP. 126–127 © 2017

SELVA CONCRETE JUNGLE, PP. 128–129 © 2017

SELVA CONCRETE JUNGLE, PP. 130–131 © 2017

SELVA CONCRETE JUNGLE, PP. 132–133 © 2017

Santa Apolónia and Ricardo Andrez videos

For Prinçipal 18 we directed two videos. One for Santa Apolónia, shot at Lux Frágil, and another for a feature on designer Ricardo Andrez, shot at Rive Rouge, both popular clubbing spots from Lisbon night-life. The photo-shots make extreme use of the locations’ light systems, and light-jokeys assisted light modulation during both sessions. Prinçipal 18 explores light sources as its main theme and these videos deal with artificial lighting for indoor club environments and its effect on image making.

The editing is energetic, vigorous and brisk, making extensive use of speed change and quick-cuts. The shots move swiftly around the subjects and the space. Music is produced post-video-editing by Lisbon based sound and media-artist André Gonçalves, and co-exists with the video footage residual sounds.

ANDREZ, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 18 © 2017

SANTA APOLÓNIA, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 18 © 2017

MOUNTAIN SUPERSTUDIO™

Prinçipal 18

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 MIGUEL FLOR FOR PRINÇIPAL 18 © 2017

COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, IFC–P. 1 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 2–3 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 4–5 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 6–7 © 2017

TABLE OF CONTENTS, PP. 8–9 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 22–23 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 24–25 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 26–27 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 30–31 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 34–35 © 2017

AMOREIRAS 38.723146, -9.161963, A STORY SHOT BY RICARDO SANTOS FOR PRINÇIPAL 18, PP. 38–39 © 2017

RICARDO ANDREZ, A SHORT STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 44–45 © 2017

RICARDO ANDREZ, A SHORT STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 46–47 © 2017

RICARDO ANDREZ, A SHORT STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 48–49 © 2017

RICARDO ANDREZ, A SHORT STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 50–51 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 56–57 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 58–59 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 62–63 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 64–65 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 68–69 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 82–83 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 84–85 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 88–89 © 2017

SANTA APOLÓNIA 38.714905, -9.120573, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 94–95 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 104–105 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 106–107 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 108–109 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 110–111 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 114–115 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 116–117 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 118–119 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 120–121 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 122–123 © 2017

PERAFITA 41.216341, -8.714087, A STORY SHOT BY FREDERICO MARTINS FOR PRINÇIPAL 18, PP. 124–125 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 134–135 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 136–137 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 138–139 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 140–141 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 142–143 © 2017

BACKSTAGE PORTUGAL FASHION, A STORY SHOT BY RUI PALMA FOR PRINÇIPAL 18, PP. 144–145 © 2017

STOCKISTS, PP. 146–147 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 148–149 © 2017

IMPETUS EDITOR'S NOTE, A STORY SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18, PP. 150–151 © 2017

IMPRINT, AND IBC PRINÇIPAL 18, P. 152–IBC © 2017

BACK COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18 © 2017

BACK COVER, SHOT BY MIGUEL FLOR FOR PRINÇIPAL 18 © 2017

IMPETUS ALL ABOARD, PP. 12–13 © 2017

IMPETUS ALL ABOARD, PP. 14–15 © 2017

IMPETUS ALL ABOARD, PP. 16–17 © 2017

IMPETUS ALL ABOARD, PP. 18–19 © 2017

RICARDO ANDREZ NO MANDATORY PIECES, PP. 40–41 © 2017

RICARDO ANDREZ NO MANDATORY PIECES, PP. 42–43 © 2017

RICARDO ANDREZ NO MANDATORY PIECES, PP. 52–53 © 2017

RICARDO ANDREZ NO MANDATORY PIECES, PP. 54–55 © 2017

JOÃO OLIVEIRA WHAT'S NEXT, PP. 96–97 © 2017

JOÃO OLIVEIRA WHAT'S NEXT, PP. 98–99 © 2017

JOÃO OLIVEIRA WHAT'S NEXT, PP. 100–101 © 2017

JOÃO OLIVEIRA WHAT'S NEXT, PP. 102–103 © 2017

SELVA CONCRETE JUNGLE, PP. 126–127 © 2017

SELVA CONCRETE JUNGLE, PP. 128–129 © 2017

SELVA CONCRETE JUNGLE, PP. 130–131 © 2017

SELVA CONCRETE JUNGLE, PP. 132–133 © 2017

Santa Apolónia and Ricardo Andrez videos

For Prinçipal 18 we directed two videos. One for Santa Apolónia, shot at Lux Frágil, and another for a feature on designer Ricardo Andrez, shot at Rive Rouge, both popular clubbing spots from Lisbon night-life. The photo-shots make extreme use of the locations’ light systems, and light-jokeys assisted light modulation during both sessions. Prinçipal 18 explores light sources as its main theme and these videos deal with artificial lighting for indoor club environments and its effect on image making.

The editing is energetic, vigorous and brisk, making extensive use of speed change and quick-cuts. The shots move swiftly around the subjects and the space. Music is produced post-video-editing by Lisbon based sound and media-artist André Gonçalves, and co-exists with the video footage residual sounds.

ANDREZ, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 18 © 2017

SANTA APOLÓNIA, A VIDEO BY MOUNTAIN SUPERSTUDIO FOR PRINÇIPAL 18 © 2017