Vault: Recapturing the Classic

PHILIPPINES, MAY 2011 – What defines a “classic”? What is it in a so-called classic that renders it timeless? Often one might associate the word with plain and bland designs that hardly stand out in a row of ostentatious and intricate ones, but a classic speaks for what it can offer and now what it shows. Constantly setting and eventually becoming a benchmark in itself, many have tried to become a fleeting trend, but only one can be worthy enough to become a timeless classic.

Last May 4, the ABS-CBN Publishing Company released the premier issue of Vault, the company’s first men’s luxury lifestyle magazine. The editorial team, led by David Celdran, has put together a magazine that features only the best of fine living. The magazine, which quite frankly looks more like a paperback rather than a flimsy periodical flaunts its “downsized yet upscale”, “bold yet restrained” format as a reflection of its uniqueness. However, upon closer inspection of its crisp pages, one might immediately think otherwise. This travel friendly read combines a high-end catalog, men’s lifestyle magazine, and travel guide all in one, making it the perfect manual for the modern sophisticated man.

Inspired by its travel-sized design, the cover, which features a refurbished Mercedes-Benz 300 SL, rallies in the luxury and travel inspired articles written by the most dedicated and passionate collectors and enthusiasts who will gladly take you to the most coveted and exclusive destinations around the world to experience the latest autoshows, fairs, galleries, restaurants and other up and coming hotspots. Each of these luxury items is carefully handled and described with short write-ups and specs which may be visually overwhelming at times.

Vault, whose content is divided into different sections and areas of interest such as timepieces, cars, travel destinations, and collectibles, is reminiscent of Roque and Esquire–sans the politically-driven articles and scantily clad women. The magazine caters to a more upscale set of readers and isn’t all testosterone.

One might be surprised to find that underneath the Swiss watches, German cars, and Italian suits, is a whole section paying homage to a man’s most priceless treasure, the women that inspire him. This softer and gentler side of the magazine feature women who have continually followed their passions in fields that are generally dominated by men such as photography and watchmaking, clearly showing that this magazine has depth beyond parading the latest luxury releases.

The journey in search for the “classic”, which started out with the vintage car on the front cover followed by jetsetting across Europe, finally ends with an article aptly titled, “Beyond Luxury” where JWT Manila’s Jos Ortega shares how it is not necessarily the name that gives life to a luxury brand, but the quality, the timelessness, and the promise of a lasting relationship between the brand and the consumer that ultimately makes them want to invest in such classic pieces. 

A classic is not about a crystal cut exterior, or an 18-carat gold casing. A classic captures the craftsmanship, dedication, and most of all passion poured over each work that goes well beyond the product itself, just as how each of the articles within this small but compact magazine was well researched, well thought of, and well written. And when asked by his publisher how he will be able to top such exceptional work, editor-in-chief David Celdran simply and confidently said, “We’re just getting started.” (Marielle Sundiang)

In photo: ABS-CBN Publishing’s Ernie Lopez shows off Vault on the iPad as Vault Editor-in-Chief David Celdran looks on