I had always wanted to start an online magazine about the city’s culture, but never really had the creative energy or the organizational focus to do so. Departing Sosauce in February 2010 left me with some time on my hands to focus on such a project! After sharing my ideas, a few friends quickly expressed interest in contributing to the publications. After 2 months of planning, meeting and pitching, the Hoopla Hoop was born! Quick turnaround, eh?

As a publication, our main goal is to highlight parts of New York City that typical news outlets would shy away from, covering those stories with a revealing, narrative voice and hopefully having fun in the process. Design-wise, it was my goal to make the magazine enjoyable to read, not only in blog (shorthand), but also when it came to releasing our feature-length articles, which thankfully break up the what can be a monotonous reading experience.

The publication is an experiment, not only exploring how we can help transform the new-media oriented content presentation paradigm within a struggling industry (publishing), but also exploring how we can best form our vision of what New York City, and news reporting in New York City can be!

BTW – Though the Lightview image viewing plug-in is great, it does have some limitations. If you’d like to look at a larger-sized version of these thumbnails, right-click on the image and select to open the link in a new tab.

• date: May 2010 – Ongoing
• client: Personal Project
• website: http://www.hooplahoop.com/