Popular Mechanics Unveils In-House DIY Workshop
The new studio will serve as a space for the editorial team to produce video content and test products
Popular Mechanics has converted a 12-by-21-foot storage closet into a new “in-house content studio” called The Shop at Popular Mechanics, where the magazine’s editorial staff will be able to dabble in DIY projects, test-drive tools and produce informative video content.
The company, which has long encouraged the “do-it-yourself” visions of homeowners, hopes the online content created in the soundproof workshop will help the brand expand beyond the pages of its magazine. The videos shot in the studio may appear on Facebook and Instagram, as well as on Popular Mechanics’ website.
“It’s hard to be the magazine of doers when you’re on the 23rd floor of an office tower,” Popular Mechanics editor in chief Ryan D’Agostino told Adweek. “It’s good to have a space to play around and get your hands dirty.”