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Reviving a Lost Ritual: The Return of Print Culture in Austin
In an age dominated by digital communication, a local entrepreneur in Austin is forging a new path that embraces the tangible allure of print. Vico Tadeo Puentes is on a mission to restore the joy of browsing magazines and art books, hoping to create a sanctuary from today’s digitized lives. TOMO Mags, his newly founded independent magazine shop, is set to launch in downtown Austin this October. It's a labor of love inspired by his childhood experiences spent amongst the stacks of paper goods in a small Mexican town.
TOMO Mags: A Space for Connection and Curiosity
Puedes reflects on how the simplicity of walking into a magazine shop can transport us away from the noise of notifications and the fast pace of modern life. He states, “We don’t do rituals enough and all of them are so digitized.” His vision is not merely to sell magazines but to cultivate an environment where browsing can reignite curiosity and foster connections among visitors. With TOMO Mags located at 411 Brazos Street, the emphasis shifts from the efficiency of online browsing to the serendipitous discoveries found through physical publications.
From the Bus to a Brick-and-Mortar Space
Puentes initially dipped his toes into the print world with a mobile magazine shop, a repurposed school bus that became a beloved fixture in Houston’s art scene. Although he paused the initiative during corporate opportunities, he returned to his passion following some soul-searching and encouragement from the community.
Upon moving to Austin, the response to his rebranding of TOMO at a local exhibition convinced him that the interest in print was still vibrant. “Print wasn’t dead, it was evolving,” he says, echoing sentiments that are confirmed by the growing popularity of independent magazines and print fairs in the area.
A Celebration of Diversity and Representation
Inside TOMO Mags, Puentes plans to feature a wide-ranging collection of publications, from fashion magazines and architecture journals to vibrant Spanish-language zines from various Latin American countries. His goal is to create the largest distributor of Spanish-language design publications in the U.S., ensuring that voices from diverse cultures are represented in an increasingly homogenized media landscape.
With a specially curated selection that includes unique goods and stationery, TOMO Mags is designed as a community space. “If somebody wants to put up a stool and just browse, I want people to feel super comfortable,” Puentes explains. This approach is also in stark contrast to contemporary trends that often isolate individuals within digital silos.
Print Culture's Resurgence: A Reflection on Modern Society
As society grapples with issues like social media’s overwhelming influence, TOMO Mags stands as a powerful testament to the enduring value of printed media. Puentes believes that physical publications offer a unique experience that digital platforms cannot replicate. “Archives of ideas that reveal themselves slowly, sometimes years after the first encounter,” he reflects, suggesting that the enjoyment of print lies in its ability to resonate with our personal journeys over time.
Getting Involved: What's Next for TOMO Mags?
As TOMO Mags prepares for its opening, Puentes is also excited about bringing back the TOMO bus, set to make appearances at local events such as the Texas Book Festival. His grand opening celebration in November will further solidify TOMO’s role as a gathering place for readers, creatives, and community members eager to rediscover the pleasures of printed materials.
As we anticipate the rituals of browsing for magazines and sipping coffee in this community haven, TOMO Mags is not just about selling print; it’s about curating experiences that reconnect us to our roots and each other. Whether you’re an aspiring lifestyle photographer, an art enthusiast, or simply someone looking to escape the screen, Tomo Mags promises an inviting space to nurture your curiosity.
To stay updated on TOMO Mags’ grand opening and future endeavors, follow their journey on Instagram @tomomags. Prepare to embrace print culture anew in downtown Austin this fall!
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