It's Nice That

It's Nice That
Name	It's Nice That
Type	Media company
Founded	2007
Founders	Gareth Wrighton, Will Hudson, Alex Bec
Headquarters	London
Industry	Publishing; Advertising
Products	Website, print magazine, events, books

It's Nice That

It's Nice That is a London-based creative media platform founded in 2007 that documents, promotes, and commissions work across art and design. The organisation reports on practitioners and institutions while producing its own editorial projects, print editions, exhibitions, and industry-facing events. Over time it has intersected with a wide range of creatives, cultural organisations, and commercial partners, positioning itself within networks that include galleries, festivals, publishers, agencies, and academic institutions.

History

Founded in 2007 by Gareth Wrighton, Will Hudson, and Alex Bec the platform emerged amid a wave of digital-native creative publications alongside operations such as Creative Review, It's Nice That competitor Dazed and Time Out. Early coverage focused on emerging practitioners from scenes associated with Central Saint Martins, Royal College of Art, and independent studios across Shoreditch and Hackney. During the 2010s the organisation expanded its output with a print magazine, aligning with the growth of independent publishers such as MagCulture and Hayward Publishing while engaging with biennials and fairs including the Frieze Art Fair and London Design Festival. Strategic collaborations connected the outlet with institutions like the Victoria and Albert Museum, the British Council, and corporations such as Google and Apple Inc. for editorial series and sponsored projects.

Editorial and Content Areas

Coverage spans graphic design, illustration, photography, fine art, motion graphics, product design, and creative industry debate; practitioners featured include figures associated with Studio Moross, Pentagram, Sagmeister & Walsh, Banksy, and alumni of Royal Academy of Arts programs. Editorial formats range from portfolios and studio visits to critical essays and interviews with contributors linked to the Tate Modern, Saatchi Gallery, Serpentine Galleries, MoMA, and Museum of Modern Art programming. The platform has profiled independent publishers like MagCulture, Self Publish, Be Happy, and designers connected to clients such as Nike, Adidas, Sony, BBC, and Channel 4. Regular features have highlighted practitioners from collectives and studios including Studio Dumbar, David Shrigley, Anouk Kruithof, Jessica Hische, Kiki Smith, Thomas Heatherwick, and Nicholas Felton.

Projects and Collaborations

Projects have included editorial commissions, print runs, exhibitions, and cross-sector partnerships. Collaborations and commissions have involved institutions and brands such as the V&A, British Council, Google Arts & Culture, Adobe, Canon, Sotheby's, Christie's, and cultural festivals like the Edinburgh International Festival and Frieze. The organisation has curated shows and talks in partnership with galleries including Whitechapel Gallery, ICA, Tate Britain, and commercial partners such as Cambridge University Press for book projects. It has also collaborated with academic departments and research clusters at Goldsmiths, University of London, University of the Arts London, and Royal College of Art on student platforms and prize schemes.

Awards and Recognition

The platform and its contributors have been recognised by industry bodies and awards circuits including the D&AD Awards, the British Fashion Awards (for fashion editorial partnerships), the Times Higher Education Awards (in relation to student showcase programmes), and nominations in lists curated by Design Week and Creative Review. Individual contributors and commissioned artists featured on the site have gone on to receive honours such as the Turner Prize, the John Moores Painting Prize, and awards from institutions like the Royal Society of Arts. The organisation's editorial projects have been cited in annual round-ups by outlets including The Guardian, The Telegraph, and The New York Times design coverage.

Business Model and Ownership

Operating as an independent media company, revenue streams have combined advertising, sponsored content, event ticketing, print sales, and commissioned creative projects for clients such as Nike, Apple Inc., Google, and cultural funders including the Arts Council England. The company has sold branded print issues and produced limited-edition publications sold through bookshops and online retailers including partnerships with distributors like Foyles and Waterstones. Ownership has remained with founding stakeholders and private investors, while commercial partnerships and sponsorships have connected the business to agencies including WPP and Omnicom network clients.

Impact and Reception

The platform has influenced visibility for emerging practitioners and studios, shaping discourse that intersects institutions like Tate Modern, V&A, and MoMA with commercial interiors of brands such as Nike and Adidas. It has been lauded for championing early-career designers and for curatorial framing echoed by industry events including the London Design Festival and editorial programmes at Art Basel. Critics have debated the platform's role amid conversations around editorial independence and sponsored content, referencing broader industry debates involving outlets such as Creative Review and Dazed. Academics and commentators from institutions including Goldsmiths, University of London and RCA have cited the platform when discussing contemporary creative careers and publishing ecology.

Category:British magazines