Leaf through all AURUM 999,9 MagBook issues

Five Years of AURUM 999.9 Call for Celebration

In September 2021, the first issue of our new MagBook—an exclusive blend of magazine and coffee table book—was released. Since then, a lot has happened: a new issue every quarter, new stories, new encounters, and always the same question—what comes next? Just a few months later, we launched our first own event format with the “Progressive Dinner” at Goldenes Quartier in Vienna. This was followed by “The Embassy of Good Taste” and, in October 2024, the premiere of the “AURUM Art Club” at the MAK—our largest project to date, with 1,200 invited guests. And in 2026, we had no intention of thinking smaller: in June, we fulfilled a personal dream with the “AURUM Motor Club” at the Spanish Riding School. It is our way of bringing printed stories to life in the real world.

Looking back over five years is not only about remembering beautiful images and grand evenings. It is also about recalling the moments when, behind the scenes, things were not quite as glamorous. There was, for instance, the paper crisis of 2022, with paper prices rising by 100 percent. Or the sudden onset of winter on the opening night of our “Embassy of Good Taste” event series in a more than 100-year-old palais—naturally without heating. Solutions had to be found quickly to save the evening. And, of course, the occasional technical hiccup, preferably in the final hours before going to print. Perhaps that is simply part of any magazine project: you plan, you refine, you discard, you improvise—and in the end, it still has to look effortless. Let a five-year anniversary pass unnoticed? Not an option. So we celebrate—our way: with this issue. A small yet refined party across 232 pages, if you will.

This journey took us to the fashion capital Paris, where we realized our first international fashion production. A contemporary studio tucked away in a courtyard of the bustling metropolis, a remarkable model flown in from London, and a highly professional team of stylists as well as hair and makeup artists around our photographer Per Appelgren formed the basis of our new fashion story “All Eyes On Us,” which you can discover from page 36. And while we were already in Paris, we also traced the path of Celine—from its early beginnings to becoming the epitome of French chic. Others, too, have reason to celebrate in this issue: Chopard marks 50 years of “Happy Diamonds,” the legendary yacht builder Lürssen looks back on 150 years of history, and Max Mara ushers in a new olfactory era with “Le Parfum.” Alongside them are design icons and hotel legends waiting to be discovered.

Thank you for being part of this journey so far. And thank you for continuing to write the next chapters with us. For now, we hope you enjoy our AURUM 999.9 anniversary issue.