Rue Magazine: Our Exclusive First Look!

A new online decorating magazine is launching on September 16th.

There's been a lot of buzz around Lonny, the online-only decorating magazine started by former Domino assistant Michelle Adams and photographer Patrick Cline. But what there hasn't been is a clear competitor. On September 16th that will all change when a new decorating magazine hits the web: Rue Magazine. And because we can't get enough of design mags -- online or off! -- ShelterPop has an exclusive first look and interview.

The idea for Rue hit Crystal Gentilello on her 27th birthday: An online magazine that drew on her inspiration from design blogs, magazines and her time spent living in Rome. While Gentilello -- and her co-founder/Executive Editor Anne Sage -- may not be household names, they're well known in the design blogosphere for their sharp eyes, clever posts and boundless enthusiasm for design. Gentilello's blog Plush Palate began in May 2009 and has drawn a devoted following and adoration from blogs like The Decorista and ABCD Design, while Sage's blog The City Sage was recognized in the September 2010 issue of Martha Stewart Living as a site to bookmark. It has also been named one of the world's top 15 design blogs by Côté Maison.

The gals are joined by Managing Editor Alaina Kaczmarski and Market Editor Caitlin Flemming, of the blogs Live Creating Yourself and Sacremento Street. Wondering how these bloggers who hold staff meetings on Skype -- two are from Chicago (Gentilello and Kaczmarski) and two from San Francisco (Sage and Flemming) -- can break into the tight-knit and elite world of interior design?

They already did. Rue's first issue includes designers from ELLE DECOR's top 20 and HGTV Design Star and photographers that have shot for just about every design magazine on the newsstand, past and present. House Beautiful, Vanity Fair, Town & Country, Domino and more. "The reaction so far has been amazing -- the design community has been unbelievably supportive and everyone's been quick to say: 'How can we help?'" Gentilello told us. In fact, there will be a toast to the magazine at the New York Design Center's appropriately-titled "What's New, What's Next" event at the Saladino Furniture showroom. (Other programs during What's New What's Next are headlined by print magazine editors from House Beautiful, British House & Garden and Interior Design.)

The team has flown between New York, Los Angeles, San Francisco, Dallas and Chicago for their shoots, and we visited one of their New York City shoots last month, at a elegant and feminine apartment decorated by a well-known blogger/interior designer. Gentilello and Sage greeted us with kindness and excitement, letting us snoop around the shoot while the two editors collaborated with the designer and photographer on styling vignettes in the home. Sage shifted nesting tables, the designer set the desk to look like it was just left by a chic woman writing her thank you notes and Gentilello kept a close eye on everything going on in the room, asking questions, peering at the images on the camera screen and considering angles for each following shot.

We were delighted to get a firsthand look at the process and are proud to present the first sneak peek at the magazine's gorgeous images. Watch for more peeks over the coming four weeks from other design sites and keep track of Rue through their Facebook and Twitter.

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