Master Disasters
Fulcrum Folds Cancelled
30 Mar 2009 @ 11:05 AM
In June of last year, Marisa Bartolucci, a freelance writer and editor and prolific contributor to the kind of books that are multi-authored and generally general (American Contemporary Furniture, by Marisa Bartolucci, Cathy Lang Ho, Raul Cabra, and Dung Ngo, Michael Graves by Julie V. Iovine, Raul Cabra, Marisa Bartolucci, etc), was handed the speculative reins of a new design magazine, hatched in the Hachette Filipacchi nest of Metropolitan Home. It was called Fulcrum. It was something to do with contract design. And it was, sadly, misguided.
Word on the street was that Bartolucci spent almost her entire budget on a brand identity and magazine-and-website design by 2x4, the New York-based interdisciplinary design studio that inaugurated the Art Institute of Chicago’s Construction series with their literally punctuative Pause wallpaper. They’re super badass, generally, but Marisa should have listened to the commas. And paused. Before launching, with great fanfare, a website that looked like a cross between a wordpress blog and a Fotoshoppe feature. Even today, noodling around in search of something to grab onto to write about, we’re discovering that it’s an incredibly difficult-to-navigate site. We want to find the masthead, figure out who the writers are, find some entry point besides a list of titles that scroll down in presumably reverse-time order. Points for the always-briliant and recently tile-tastic Jen Renzi’s contributions, but there isn’t even a (clear) way to search for her byline.
So maybe it isn’t a surprise that a letter from Marisa (who, full disclosure, we briefly attempted to work on a Fulcrum story with) just made its way around the internet-scape, which helpfully sent it our way (Gold Star!). With a subject line reading “Fulcrum Update,” which is a bit like “HR Call — Moving Forward” or “We Feel You’d Be Happier Elsewhere,” the sad news:
—Eva
