Steinway & Sons was founded in 1853 by German immigrant Henry Engelhard Steinway in a Manhattan loft on Varick Street. Over the next 30 years, Henry and his sons, C. F. Theodore, Charles, Henry Jr., William, and Albert, developed the modern piano. They built their pianos one at a time, applying skills that were handed down from master to apprentice, generation after generation. More than 150 years later Steinway still builds pianos that way. Each Steinway grand piano takes nearly a year to create. Nothing is hurried. Even the carefully selected woods employed in the rims, tops, soundboards, and actions cure for months in the company’s yard, kilns, and conditioning rooms, until they stabilize at a rigidly specified moisture content.

Steinway is dedicated to the ideal of making the finest pianos in the world. The result is instruments renowned for their unsurpassed quality. Pianos with such superior sound and responsive touch enchant the most demanding pianists.

Execution:
Steinway & Sons wished to upgrade its newsletter to a lavish, glossy, top-grade magazine format that was more in keeping with its owners’ demographic profile. Many of the client’s customers are classical/jazz artists, pop stars, and wealthy professionals who have elected to spend, in some cases, six figures on their piano of choice. Using our experience as a publisher of commemorative editions for historic occasions and significant milestones, the first edition was launched in 2003 as the 150th anniversary issue. The magazine is entering its ninth year of publication in 2012.