48 WINTERHOUSE STUDIO
Through their firm Winterhouse, William Drenttel and Jessica Helfand publish books on design and culture in addition to their work on a leading design blog, Design Observer. But topics often pique their interest that don’t fit neatly into either type of publication—some are too visually involved for an online essay; some are too timely to wait for inclusion in a book.

So Drenttel and Helfand created a journal dedicated to ideas they deem “below the fold,” using a newspaper term for stories that are not quite front-page news. “We have so many book projects that we will never get to,” says Drenttel. “Below the Fold: was conceived as a way to create books more quickly,” and in a form with fewer encumbrances. Beyond the opportunity to indulge these explorations, creating the tabloid-sized publication was also an exercise in restraint, says Drenttel. “With so much free-form design everywhere, we wanted Below the Fold: to have a disciplined structure, template and typography,” he says. “This said, we will redesign Below the Fold: at the end of every volume—every four issues.” The third issue, a special collaboration with Lorraine Wild on the work of the Hungarian designer Imre Reiner, was recently mailed to subscribers, who receive the publication free of charge. by Alissa Walker