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I
“For 40 years we have

been defending the val- Break!; Más; and 30 indispensable ice creams (Best Ice Cream

Book of the World 2018). He is also part of the team of jour-
nalists of other magazines like Dulcypas, so good..maga-
zineđand Saber y Sabor.
ue of technique and the CTI: Can you share insights into the editori-
Here’s the conversation between Luis and CTI.

beauty of ice cream. ” technique and the beauty of ice cream. We have been look- al process behind so cool..magazine, from the
“For 40 years we have been defending the value of
naming to determining who your audience is
to identifying trends to commissioning ar-
ing for the best version of ice cream. And thanks to our
collaborators, from Arte Heladero we have been weaving a ticles and recipes?
big family that has always believed in our work. All this has
marked the starting point to decide to take a new step in Luis: We chose the name of the magazine because its
ice cream. Thus was born so cool..magazine as the beginning philosophy and image connect with our international and
of a new love story with ice cream as the protagonist. Be- most prestigious magazine in pastry arts, so good..magazine.
cause we are talking about a passion that flourishes at the In so cool..magazine, we are looking for the most
highest peaks.” That’s what Arte Heladero magazine,a avant-garde works in ice cream, both those which are in-
long-running publication from Spain for professional pastry novative in terms of technique and those that simply break
chefs specializing in ice creams, sorbets, and other frozen the mold in terms of creativity. We want to show what the
curiosities, wrote on their instagram. Their first issue of evolution in the ice cream world is, regardless of whether
this new magazine became a reality in November 2023. these contributions come from ice cream makers, pastry
The philosophy of so cool..magazine is simple yet chefs or cooks. All these professional profiles are welcome
profound: to showcase the most avant-garde works in ice to the magazine. Our readership is also very broad and is
cream, pushing the boundaries of technique and creativity. aimed at all those who are interested in a product as ver-
Whether it’s a revolutionary new flavor or a daring pres- satile as ice cream, present in ice cream parlors, haute
entation, so cool..magazine aims to capture the evolution cuisine, and pastry shops.
of ice cream, welcoming contributions from ice cream Sometimes chefs contact us because they are working
makers, pastry chefs, and cooks alike. With an internation- on an interesting topic, other times we contact chefs who
al audience in mind, the magazine aims to appeal to anyone are making interesting contributions to the world of ice
with a passion for this versatile dessert, from ice cream cream. In addition, we have delegates in such important
parlors to haute cuisine establishments. countries in the sweet world as France (Verónica
Behind every great publication lies a visionary, and Bustamante), Japan (Reiko Matsuno) and the United States
in the case of so cool..magazine, that visionary are Grupo (Lisa Shames) to help us identify trends and chefs.
Editorial Vilbo and their publishing label, Books for Chefs.
so cool..magazine was born from their extensive experience CTI: What role does visual storytelling play
in publishing leading ice cream magazines such as Arte in so cool..magazine, and how do you ensure
Heladero and the global success of such an influential pub- that photography and design enhance the
lication in haute pastry as is so good..magazine. reader’s experience?
In a candid interview, Luis Concepción Sepúlveda,
Director of Arte Heladero and so cool..magazine shares Luis: so cool..magazine is a very exclusive professional
insights into the genesis of this new magazine, its editori- magazine that aims to project the best version of ice cream
al philosophy, and the profound impact it aims to have on and ice cream making as a profession. It is an inspiring
the ice cream industry worldwide. publication that makes a difference in content that has
Luis is a food journalist with more than 21 years of been highly selected.
experience in this field, as well as collaborating teacher at One of the essential ways to achieve this is through a
the Universitat Oberta de Catalunya (UOC) and scientific very careful image of the creations and their production
researcher in Communication Sciences at the Universitat processes. In order to maintain a high standard of visual
Ramon Llull. He has a PhD in Communication Sciences. He quality, we send to our collaborators a Quick Guide with
has directed ice cream and pastry books such as Evolution, guidelines for preparing and sending photos.

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