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CTI: Can you elaborate on the process of Now, two good examples of unique biographies from
selecting cover designs for so cool..magazine, the first issue of so cool..magazine are Carlo Guerriero
and how do you ensure they capture the es- and Cathrine Østerberg.
sence of the first issue? The first is a man with a soul divided in two, one half
corresponds to science and research, and the other half
Luis: I believe that selecting a cover follows an intense belongs to the ice cream artisan. And the most interesting
process of debate and discussion, which is essential to thing is that both worlds feed off each other in it.
choosing the best cover. In the specific case of the first The second example is a Dane who, despite her youth,
issue of a new magazine like so cool..magazine, the debate already owns two ice cream parlors in Copenhagen and one
was especially broad and enriching for everyone. The de- in Vietnam, a training school and a book under her arm, Ice
bate was one of the longest and most intense in the histo- Cream - According to Osterberg. A great example to follow.
ry of our publishing group and involved all departments
and all employees. CTI: How do you see the role of ice cream
In the end, we chose a cover that brings together the evolving in the pastry, chocolate, restaurant
qualities that the first issue should have, the Croissant ice dessert, and haute cuisine sectors?
cream with apple tatin by pastry chef David Gil and ice
cream maker Albert Soler. A mimetic in which technique Luis: Ice cream had often been considered a minor disci-
and image break the mold in ice cream and, by extension, pline of gastronomy for two main reasons. On the one hand,
in the sweet world. the potential of ice cream and the complex and advanced
work methodology used by ice cream makers were un-
CTI: How does so cool..magazine adapt to known. On the other hand, the world of ice cream had not
changing consumer preferences and industry been able to seduce other sectors with its attributes.
trends, ensuring its content remains relevant However, in recent years this has changed. The ice
and engaging over time? cream world has made great progress in technique and pres-
entation, and there is a growing number of chefs from other
Luis: Our team of journalists and international delegates sectors who see ice cream as a valuable ally of their creations.
and photographers are very attentive to trends and chang- All this has allowed ice cream to be a more than con-
es in the sweet world. In addition, we are in permanent solidated product in other sectors, such as pastry and
Luis: Our publishing experience in magazines such as Arte
contact with chefs who are at the forefront of sectors such cooking. Despite everything, there is still a long way to go.
Heladero and Dulcypas has shown us that a magazine has to
as ice cream, pastry and cooking and we thoroughly work be much more than a simple publication to become an
on current news on our websites. CTI: How does so cool..magazine maintain its actor in its sector.
All this allows us to stay up to date not only with distinct editorial voice while catering to di- Thanks to this involvement, we have managed to be
trends, but also and above all with techniques, concepts verse interests within the ice cream, gelato, a reference media, with enough power to unite/structure
and ingredients that will become trends in the future. pastry, and lifestyle communities? CTI: How does so cool..magazine engage with sectors whose chefs are usually dispersed and focused
But what we are truly interested in is providing ele- its readers beyond the printed pages, such on their business.
ments that allow the ice cream world to advance, regardless Luis: We reflect the best version of ice cream in all its as through digital platforms or live events? With so cool..magazine we have confirmed more than
of whether they are a trend or not. formats and registers. This argument is the common denom-
ever that the ice cream has a universal language, which goes
inator that unites our contents, collaborators and audiences
CTI: Can you share examples of lifestyle and with different professional profiles. And this is also what Luis: The sectors we are dedicated to are relatively small beyond gastronomic cultures and language differences.

culture-focused content in so cool..maga- gives us a unique and different voice from other magazines. and we know a portion of our readers through the publish- CTI: How does so cool..magazine balance the
zine, such as profiles of pastry chefs, ice er’s other magazines. They are professionals who are very educational aspects of its content, such as
cream entrepreneurs, or unique ice cream passionate about the world of ice cream, as well as pastry technical recipes and tutorials, with more
experiences? and cooking. Let’s not forget that many of them are both
collaborators and readers. aspirational and inspirational features?
We are very active on our websites, on our social
Luis: In so cool..magazine, we don’t focus on the lifestyle
media profiles, as well as on our Books for Chefs platform. Luis: In so cool..magazine all the contents are designed
of the chefs, but on their “work styles”, that is, how they
All these fronts help strengthen the relationship we have from this double perspective, training and inspiration-as-
understand, live and feel ice cream and their different
with our followers and understand their interests. piration, or what is the same, pedagogy and motivation.
professions in connection with this product.

CTI: Are you trying to foster a sense of com- CTI: What are some of the logistical chal-
munity among its readers and contributors, lenges involved in distributing so cool..mag-
encouraging collaboration and knowledge azine to readers worldwide, and how do you
sharing within the ice cream industry? overcome them?

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