Are we slowly being squared? Geometrical shapes, minimalist lines and uncomplicated notions seem to be at the root of more than just architecture or interiors nowadays.

Square invites and square booklets for a square visual art exhibition and the next item to be squared is now a magazine.

Just launched, Pjazza - The Perfect Square, is setting out to "combine its upmarket design and editorial content with the strength of distribution which only The Times can provide".

Published and produced by Izzyinc Limited, Pjazza will be distributed on eight Saturdays throughout the calendar year. Editor Isabel Ripard has brought together a team of carefully-selected contributors who will provide the content, accompanied by strong visuals.

"The name of the magazine was an eureka moment for us. I liked the name Pjazza because it is a Maltese word, which signifies the heart of our towns and villages. A square is where people meet and socialise. When we came up with the slogan - the perfect square - we knew we were on to a winner because the pages of the magazine are also square."

Although there are a variety of magazines distributed with newspapers, there is a bit of a lacuna when it comes to culture publications. Some might recall The Onion, or Kultura 21, two such magazines that were very short-lived. So how was the Pjazza team going to make this a successful venture?

"I've worked on a number of publications so I have a good idea of what works on the local market," Ms Ripard replied. "We know that being too elitist and radical would be a mistake, therefore we are looking to promote culture in an innovative and approachable way.

"Culture is a positive affirmation of life: it's the food we eat, the clothes we wear, the design that goes into every item that we use, from cars to phones. It is art, theatre, music. It is what makes us human. And we've packaged all this into a beautifully-designed magazine."

With regard to the content, Ms Ripard admitted her team did, initially, come across some scepticism from advertisers. However, that was until they saw the product. "So far we've had nothing but positive feedback from potential readers and advertisers alike."

Culture has always played a big part in Ms Ripard's life, theatre has enriched her life, but she felt there was still the perception that it was elitist and a bit boring and she wanted to play a part in changing this.

The first issue, out on May 23, will start with a series of features on Maltese artists, both past and present, interviews with some eclectic characters from the world of the arts, plus a substantial section on food, wine and spirits.