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05All work
Brand
Underwall
Engagement
Founder Project
Sector
Publishing & Culture
Role
Founder, Editor & Creative Director
Year
2025–2026

Founded, edited and published by Christopher Wall.

MarkUnderwall wordmark
Guests outside Galerie Hoang Beli in Paris at the Underwall Issue 01 launch

Underwall

Artistic Imperfection, Issue 01

Services

An independent print platform for emerging creatives, taken from positioning to a 150-page, 500-copy issue and a launch in Paris.

01

BRIEF

Fashion and art media is split between mass titles losing relevance and feeds that reward polish over authorship. Underwall was built to sit between them: an independent print platform that backs emerging creatives before the industry has validated them. The idea only works with a commercial case behind it, so the brief was to take one issue from positioning to a printed, priced and launched object, with a model that could fund the next.

A guest reading a spread from Underwall Issue 01 at the launch
02

APPROACH

The publication was treated as a brand before it was treated as a magazine. A market diagnosis, a competitive map from Vogue to Buffalo Zine and two working personas came first, then the name, the identity and an editorial theme, Artistic Imperfection, which became the filter for every decision after it, from paper stock to publishing process alongside finished work.

Production was planned against a €12K initial budget, and pricing was built around two ways in, a €30 issue and a €50 annual subscription, with break-even modelled at 351 of 500 copies. The launch was staged as an exhibition rather than an announcement, so the issue was first met in person.

The Clarice Sequeira x Underwall shoot, a figure painted red in a white studio
03

OUTPUT

Issue 01 exists as a 150-page printed magazine in a run of 500, launched with a night at Galerie Hoang Beli in Paris that drew over 500 people.

  • 01Issue 01, Artistic Imperfection150 pages across 14 editorial projects, printed in a run of 500
  • 02Brand identityThe name, wordmark and stacked UNDERWALL lockup
  • 03Editorial directionThe Artistic Imperfection theme and every contributor brief
  • 04Commissioned editorialsClarice Sequeira x Underwall body paint, and the Underwall Drag studio editorial
  • 05Commercial model€30 issue, €50 annual subscription, break-even modelled at 351 copies
  • 06Go-to-market planSeven channels and a five-phase communication timeline
  • 07Launch eventGalerie Hoang Beli, Paris, 20 June 2026, with live performance and music

From idea to launch

Exhibit 01
  1. 01Positioning

    Market diagnosis, competitive map and two personas.

  2. 02Brand

    Name, identity and the Artistic Imperfection theme.

  3. 03Editorial

    Contributor briefs across photography, painting and styling.

  4. 04Commercial model

    €12K budget, €30 issue, €50 subscription, break-even at 351.

  5. 05Print

    150 pages, 500 copies.

  6. 06Launch

    Galerie Hoang Beli, Paris, June 2026.

  • The street outside the launch filled with guests
  • The gallery full of guests looking at the hung photographs
  • A figure painted ultramarine, arms raised against a splattered wall
  • A performer photographed in the studio for the Underwall Drag editorial
  • Guests in front of framed prints from Issue 01
  • A figure painted red, arms outstretched on white paper
  • A black tulle look in motion, Underwall Drag editorial
  • The DJ booth in front of the Underwall backdrop
  • A figure painted black against a wall marked with ink
  • A portrait in pale blue lace from the Underwall Drag editorial
  • Red paint across a shoulder, Clarice Sequeira x Underwall
  • Red paint poured across a back, close crop
  • A sculptural blue headpiece and sleeve, Underwall Drag editorial
  • A framed work from Issue 01 resting on a painted plinth
  • A figure painted yellow moving through thrown paint
  • A black feathered look photographed in the studio
  • A performer in a beaded headpiece at the Issue 01 launch
  • Hair and black paint in motion against a marked wall
  • A distressed denim look, arms raised, Underwall Drag editorial
  • Guests talking outside the gallery in daylight
  • A profile portrait in a navy corset, Underwall Drag editorial
  • A hand and forearm painted ultramarine, reaching
  • Low-slung blue satin trousers and stacked cuffs, close crop
  • A live performance under magenta light beside the hung prints
  • An inverted pose in a beaded headpiece, Underwall Drag editorial
  • A figure painted ultramarine, seated in profile
  • A knotted black dress photographed against studio white
  • The crowd seen through the gallery doorway
  • A figure drawing pale blue fabric across the frame
  • Guests in front of the hung portrait prints
  • Fishnets and heels raised against studio white
04

RESULTS

UNDERWALL
Copies printed, Verified
Verified500Copies printed
Pages, Verified
Verified150Pages
Launch attendees, Galerie Hoang Beli, Verified
Verified500+Launch attendees, Galerie Hoang Beli
Initial post-launch revenue, Verified
Verified€1.5K+Initial post-launch revenue
Issue price and annual subscription, Verified
Verified€30 / €50Issue price and annual subscription
Initial project budget, Verified
Verified€12KInitial project budget

Each figure is labelled by type.

Editorials from Issue 01: Clarice Sequeira x Underwall, and Underwall Drag. Launch photography from underwall.co/events.

Next project, 06

Boks & Baum

Digital & Social Marketing Strategy · Competition Brief

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