here’s been a wave of online magazine in the past few years, but one of the newest kid’s on the block, the sleek Entra Magazine, is really making a splash. Founded by former staffers at Architectural Digest, Entra is a serious design and architecture virtual publication showcasing projects from some of the biggest names in the business, and VandM’s got an exclusive look at their next issue.

www.entramagazine.com

Mary E. Nichols, Photography
Mary E. Nichols has had a camera in her hand since the age of eight. Her career as a professional photographer began at the Chicago Tribune before she moved west and began specializing in interior and architectural photography. As an Architectural Digest contributor, she traveled the world shooting residences designed by the field’s luminaries. In addition to her affiliation with AD, Mary has worked with the Four Seasons, the Fairmont group, and countless boutique hotels. Her photography has been featured on the cover of nearly every shelter magazine, as well as in numerous books. Mary lives in a historic district in Los Angeles, where she has restored 10 houses.

Jeffrey Nemeroff, Creative
Jeffrey Nemeroff studied both art and architecture, but his passion for the visual arts won out. Not long after receiving a BFA in art and design, he was hired at Architectural Digest, where his keen visual instincts quickly made him the youngest art director in the magazine’s history. During his 22-year tenure, Jeff handled all artistic aspects of the magazine – from directing shoots to photo editing and everything in between – and played a key role in issue planning and development. In his spare time, he’s done design projects for universities and non-profits and has still managed to create his own art, which is collected and exhibited internationally.

Maile Pingel, Editorial
After graduating from Scotland’s University of Glasgow with an MPhil in design history, Maile Pingel joined the decorative arts department at LACMA, where she oversaw the Early American galleries and assisted with exhibitions of California design and European Arts and Crafts. Through her work at the museum she met Tony Duquette, an encounter that inspired a new passion for studying the great decorators of the last century. That passion ultimately led her to the position of research editor at Architectural Digest, where she also edited the travel, books, and estates columns. As a freelance writer, she’s contributed to exhibition catalogues on craft and design.

Lisa Bingham, Editorial
When Lisa Bingham realized in college that she could study objects and material culture, she was set on her career path. Lisa’s first stop was the Bard Graduate Center in New York City, where her studies included coursework in design history and theory and hands-on time with museum collections. Up next were stints working with 18th-century French design in the decorative arts departments at the Getty and later at the Huntington. A chance phone call brought Lisa to Architectural Digest, where, for eight years, her design expertise was put to use – she served as market editor and as the editor of the magazine’s Discoveries by Designers column.

David Hough, Technology
Born in Pennsylvania, David Hough eventually settled in San Francisco, opening a downtown studio and quickly establishing himself as a sought-after fashion and commercial photographer for such notable clients as Bullock’s and I. Magnin. He later moved to Los Angeles, where he continued to shoot portraits and commercial projects and for Architectural Digest. Always interested in the technical side of photography, David immediately saw the possibilities offered with emerging technology. While maintaining his career as a photographer, David began exploring digital capabilities and started a firm specializing in electronic publishing and online development.

THERE’S BEEN AN ONSLAUGHT OF ONLINE SHELTER MAGAZINE IN THE PAST FEW YEARS. WHAT MAKES ENTRA STAND OUT?
For one thing, we’ve got a lot of experience. We all came from print, which gives us a unique perspective on how to make a terrific, compelling magazine regardless of the medium. We’ve also got an international focus, so we’re showing projects (along with profiling artists, galleries, and events) from around the world.

We’re also about celebrating the work of the individual designers and architects and personalities whose projects we feature. That means we don’t have a team of stylists and editors coming into a place and remaking things to suit a certain aesthetic. What you see on our pages is how the project was intended to be. We’re not mediating someone else’s vision.

Then there’s also our look. We love big, splashy layouts. You’re not going to see a bunch of little images on a page – by and large, you’ll see a few, maybe even one, per spread. We want our readers to get lost in our photos, which are shot by amazing, world-renowned photographers. Plus, we show readers even more with our extra image galleries and videos.

WHAT CAN WE LOOK FORWARD TO IN THE NEXT FEW ISSUES OF ENTRA?
In our next issues, you’ll see our interactive extras expanded: more videos and photo galleries. We’ve got some special issues up our sleeves, too, as well as some terrific guest writers. And more on our blog: extended interviews and behind the scenes from shoots.

HOW DOES ENTRA FILL THE SHELTER MAGAZINE NICHE?
We don’t fill a niche so much as we’ve created an entirely new one. More than any other digital publication, we’re attracting an established, well-educated, and international readership. We’re also showing projects from some of the biggest names in the business. Then there are the personalities we feature. We love showing the people behind the products and projects, and introducing our readers to exciting and emerging sources.

WHO ARE ENTRA’S READERS?
Our readers are design lovers, first and foremost. They’re pretty evenly split between professionals and consumers. We’ve got a nearly even ratio of men and women, too. But most importantly, they love looking at – and learning about – beautiful things.

WHAT’S YOUR DESIGN STYLE AND HOW DOES IT AFFECT HOW ENTRA LOOKS?
We thought this would best be answered by Jeffrey Nemeroff, who’s in charge of Entra’s creative: I’m drawn to a variety of styles as long as the interiors are simple and remain true to the architecture. Whether a contemporary design, a beach cottage, Scandinavian, Midcentury French, I like clean lines and bright spaces. I’m not into too many flourishes. This directly relates to the way I approach Entra. No bells and whistles, just straightforward design that shows the material in the clearest way possible no matter what the subject.