Inspired by, or rather, fed up with the amount of post-it filled magazines scattered throughout their homes, stylist and interior designer Sian MacPherson, along with graphic designer and digital imager Lynda Evans, started a conversation about building a space where they could file their inspiration in one place. Their goal: to showcase the best in the world of design and provide the ‘time-starved and inspiration poor’ with a new type of magazine. Not long after, came the inception of Est.
Est Magazine (a name that represents both the sophistication of its slightly older, more established readers, as well as Eastern Standard Time – a nod to Australian roots), has became a free quarterly digital design magazine purveying the creme de la creme of international design. Rather than scour other blogs for inspiration, Est curates the beautiful images and unique content through the collaborative efforts of photographers, designers, stylists, writers and trend spotters from around the globe. As founder Sian MacPhereson notes, “We really do not like to trawl blogs as we think it blurs our vision of the Est aesthetic. We rely on our fabulously stylish contributors based around the world who are out ‘in the field’ scouting for new homes to shoot, designers to profile and artists to showcase. It takes a team of people to find the content, and we are talking to, meeting with and being introduced to new creatives on a daily basis by friends of Est who are keen to share the latest ‘best kept secret’ with us.”
As Australian natives, MacPhereson and Evans felt it important to impart a sort of casual ‘Australian twist’ on the overall air of the online zine. This twist, the founders say, refers to “a preference for natural light, wide open carefree spaces and above all else, a promise not take itself too seriously – which is very Australian!” Indeed, one does feel transported to a bright and happy place when turning the digital pages of Est.