Pulling the strings behind AGM, Nathan Inkpen shares his role and journey into architecture and design

17 Jan 2023

It takes a lot of work to put out a magazine, and although his face is not on the editor’s page of the magazines at AGM, as publisher, Nathan Inkpen is the driving force that gets everything to press on time, and works wonders to create public value for his clients. AGM’s portfolio includes highly regarded print and digital publications such as Architecture Now, Architecture NZ and more, focusing on architecture, design, building, landscape and related industry professionals.

Tell us about your role at AGM and the different projects you oversee?

My job title is publisher. Primarily, I work to create value for our clients through our various platforms, leaving the writing, editing and design of our content to our fantastic editorial team. The quality and original content of the kind we create for Architecture NZ and our ArchitectureNow website does not come easy and requires time, care and investment. So a key focus for me is marrying up this excellent content with our wide range of clients who appreciate our unique offering and partner with us to present their brands and products to our incredibly smart and loyal readers.

What does a typical day look like for you?  

An ideal day would be meeting with industry partners so that we can help amplify the work they are doing for the industry at large, signing up a client to a schedule of media placements that support our production of writing and content creation, working with our editors and designers on some new ideas or enhancements to our Interior Awards, or brainstorming some new event ideas, like our recent Model Citizens event.

What has your career path been like to get you to this role? 

Varied would be the best description. Prior to moving into the media business, I was in the travel business. Mainly the ski industry, which in simple terms meant following the snow and finding ways to ski (and party) for free. I've worked in 30 plus ski resorts across Europe, Australia and New Zealand. I also worked for Trailfinders; a travel firm in the UK, for their Group Travel department, which was challenging and great fun. We looked after sports teams, orchestras, conferences, football fan clubs.

One memorable client was the UK Roller Coaster Association, which would travel the world to be the first to ride on the opening of any new roller coaster.

What is it about architecture and design that interests you?

When I joined AGM back in 2006, I was primarily interested in the role rather than the subject of design and architecture but very quickly I began to marvel at the often invisible effect good design has on our lives. From the very simple everyday designs, like a can opener that actually works to bigger projects like the Auckland Art Gallery or more recently HomeGround; buildings that change a city and the lives of its inhabitants.

Of course, like everyone else, I love reading about and looking at our residential architecture and dreaming of that dream house in that dream location, which, being in the world of publishing will I'm sure, remain a dream!

Tell us about the Interior Awards and where the idea for these awards came from?

In 2011, my previous boss and I started talking about the interior design industry and how it was often viewed in Aotearoa as a poor cousin to its more illustrious relative Architecture ( with a capital A). The practice and the ripple effects of great interior design projects, both residential and commercial, and large-scale adaptive re-use projects like Britomart in Auckland convinced us that there was an audience for a new magazine and an awards program that would recognise this design work, and elevate its presence and people in the architectural media landscape.

We spoke to some key clients about our vision; Resene being the first one, and pitched them to come on board as sponsors. We are lucky that many of those founding sponsors, including Resene, are still with the program 11 years later.

What are the judges looking for with the entries?

A juror will bring their own aspirations, preferences and expectations to the awards process so we look for a range of practitioners who offer up a diverse point of view and experience. Our awards reflect the industry’s work, so we are seeing more focus on sustainability, mātauranga Māori and of course innovation, also quality photography always helps. The beauty of the Interior Awards is that the smallest projects with a tiny budget to the largest of national projects can all be winners.

Do you have any advice for architects or designers trying to get coverage for their projects?

Every year we find projects from design firms that have entered the Interior Awards for the first time. Many have often wondered if the process was for them. Invariably, after the awards, they tell us they found the unique process rewarding in many ways. This year will be really interesting  as regular entrants and finalists Warren and Mahoney, Athfields and Peddle Thorp cannot enter as they have members on the jury, which opens the door even wider for newer firms.

We’re also very excited about a new category we are launching called the Community Award . With a $5,000 cash prize, the category has been introduced to celebrate the collaboration and often pro bono work that designers and architects bring to the creation of spaces for communities and not-for-profit organisations. Projects will be judged on the social good and community impact the project generates, rather than the normal criteria of innovation and materiality. We are hoping to see community halls, surf lifesaving clubs, sports clubrooms, local museums, health centres, cultural centres and the like be submitted. As they say “you’ve gotta be in it to win it” so our advice to everyone is enter!

Do you have a favourite project you've seen featuring Resene in the past?

Ok, I’m being very biased here but the Architecture Now series we create with Resene called “On the Rise with Resene” is my favourite. We interview young up-and-coming designers and architects from across the country and find out how their careers are progressing. Often the process of graduating with a design/architecture degree to leading a project is a very, very long haul and the series allows us to shine a light on that early part of their career. Subjects are also tasked with creating a mood board of sorts, and the creativity, thoughtfulness and Resene colour that these designers bring always surprises and excites me.

But if I had to pick one built project it would be the First Brick Bay Folly winner from 2015. The Belly of the Beast by Declan Burn and Matt Ritani. It was so surprising and also sort of shocking seeing it set in the stunning Brick Bay landscape. I love the folly program as it delivers on every level possible, and illustrates perfectly that architecture and design is a team sport, and without clients, and partners like Resene, these incredible ideas and designs would remain on the drawing board.

Do you have a favourite Resene colour?

My  current favourite is Resene Half Rainee. When our eldest daughter Stella moved to University in Dunedin we took the opportunity to reinvent her bedroom. We painted it this restful, grey-green, a sort of very light mossy colour that when the morning light hits it, it becomes something very special.  Everyone comments on the colour. This may change soon however as our youngest daughter Marnie is off to University in February so we will be soon off to our local Resene ColorShop ordering testpots for her bedroom renovation I'm sure.

Published: 17 Jan 2023