Estar Magazine with Igor Morozini and Luiza Potyr
"Believe, and do it. If it doesn't work out the first time, try again. When the time is right, it will happen, and you will feel that it is the right time. Just go for it."
A sort of interview with Igor Morozini, Luiza Potyr, and a few words from Wesley Barros on the creation of this magazine — from concept to realization — and the project behind their pop-up at Parlamento.
Written by @nottsamo_
August 2025
Introducing Estar Magazine: dedicated to amplifying real stories from real people, the magazine explores subcultures, fashion, skateboarding, music, art, and other topics—particularly within often-overlooked urban contexts. And the best part? Made by our dearest friend Igor Morozini.
How did the idea for the magazine come about?
It happened at a random moment. I had badly twisted my ankle in Barcelona, and while limping around I walked into a bookstore. Out of nowhere, I had this spark — I realized I could do that too. And the name came with it. It all clicked at once.
How would you describe the soul of the magazine in three words?
Do it yourself.
What is the editorial or aesthetic line that defines the publication?
We aim to show the world real stories from real people. That’s what drives us.
What role does streetwear, urban art or street culture play in your content curation?
It plays a strong role. We’re 100% influenced by it. We live it, and we give a platform to those who live it too. We focus on what’s happening out on the streets — skateboarding, tagging, graffiti, fashion, photography. These pillars are deeply connected. Even though they’re different disciplines, they share a lot in common.
Which artists or movements have been a direct reference?
Urban movements are hugely inspiring. It’s hard to name just one. I think all kinds of art and movements that come from the streets around the world are a big reference for me.
How do you go about selecting the artists, themes, or collaborations for each issue? There’s such a wide range — from New York to Lisbon — how do those connections come about?
It’s always people I admire. The themes come naturally — when you look closely, it’s easy to spot what’s worth telling about each one of them. There is no narrative or concept thats guides the issue, I give people the freedom to do or tell what they want. It feels way more authentic that way.
Is there space for social and political critique in your pages?
100%! Everything is political — every act of resistance, the subcultures we portray, and the people living in marginalized movements have a lot to say. There’s plenty of room for that in Estar. We speak up about what needs to be said, even if it ruffles feathers. Haha.
from concept to realization with Luiza Potyr
What was the creative starting point for imagining the pop-up space?
Honestly, what better way to sell a magazine than at a newsstand? We started with that — the most original, basic idea. That’s what Estar is about: going back to who we truly are.
Were there any visual, artistic or cultural references guiding the design?
The reference was 100% cultural. Visually, we looked to classic street newsstands — the OGs. The idea was to recreate a real street stand in its purest form, something we’ve all grown up with and consumed forever.
How did you translate the idea into a physical space?
It’s always super rewarding to see an idea come to life, and this time was no different. First we imagined it, then we sketched it out, and then — hands-on. No mystery. Just getting to work. Haha.
What challenges came up during execution and how did you solve them?
We stuck really closely to the original plan. Since it was built from scratch, there wasn’t much room for error. We made detailed measurements beforehand — it was like building a tiny house. The biggest challenge was transportation. The piece was over two meters long and tall, made from delicate materials, so we had to plan the move from the studio to the store very carefully.
How many people worked on the installation, and how long did it take to put together?
There were four of us on the core team. It took about four full days to physically build it. But behind that, there’s a whole background process — concept, sketches, planning, sourcing materials, building, installing, dismantling, decorating. All of that took about a month in total. The entire concept and design was developed by us. We had support from Obey as launch partners, and Wesley from Saudade helped us build it all.
"I love creating and bringing things from the world of ideas into the physical world. I was very happy to be invited to build this kiosk and to work together with Luiza, Igor, and João. The four of us did everything from scratch, from the 3D design to the construction, painting, and decoration. True DIY! For me, it's great to work with my friends on projects that I believe in and that I know will have a positive impact on our community And there's nothing better than being able to work with your hands, learn, teach and improvise throughout the process.
Thank you, Igor and Luiza, for your trust!" - Wesley Barross
Your launch took place at Parlamento, why did you choose that location?
They’ve been our partners since the beginning — back when the magazine was still just an idea. They believed in it and supported us, so it made total sense to hold the launch there. Besides needing a space that could handle the scale of the installation, we also wanted somewhere that matched the magazine’s concept. They gave us full creative freedom from day one — we couldn’t have picked a better spot.
How did the public react when they entered the space?
It was really cool to see how quickly people connected with the setup — especially the newsstand. I think it taps into something nostalgic and familiar for everyone who walked in, which made people relate to it right away.
What message did you hope to leave with the public through the experience?
The goal was really to take people back to the basics — to the original. To go to a newsstand, buy a magazine, grab some candy and drinks. When was the last time we did that? And when was the last time we consumed something physical instead of digital?
What would you like to explore differently in the next edition?
For each edition, we want to explore a different setting — but we’ll keep that under wraps so we don’t ruin the surprise. Haha.
Getting back to Igor Morozini...
Where do you see the magazine in five years?
I’ve got so many ideas and dreams to bring to life. Hopefully by then we’ll be on issue 10 or even beyond. Haha.
What advice would you give to someone wanting to launch an independent publication today?
Believe in it, and just do it. If it doesn’t work at first, try again. When it’s the right time, you’ll feel it. Just go.
You can check the full pop-up space on our instagram page.