You will find handmade porcelain pieces, linens and original artwork. Domino itself will be the retailer, “the merchant of record,” as its creators put it, and they hope to make money through the markup on products from companies like Mitchell Gold & Bob Williams, Jonathan Adler and 200 other manufacturers whose wares will be for sale under the Domino awning. Not “click-through-to-a-merchant shoppable,” either, a model that others have pursued. Starting Thursday, say its creators, Domino will be introduced as an e-commerce site, a platform loaded with the magazine’s archives and new content that will be “shoppable,” to use the industry term. There’s no such job listed on this Domino’s masthead, because ultimately, this Domino isn’t really a magazine. In fact, it’s merely a branding tool, as Beth Fuchs Brenner, its chief revenue officer, said the other day. This print magazine is perhaps beside the point.

Adams’s old online magazine, last December. Some of the articles are not exactly fresh: the house of one subject, Chay Wike, a boutique owner in Los Angeles, was on Apartment Therapy last January the living room on the cover belongs to Ali Cayne, owner of Haven’s Kitchen, a specialty food shop in Manhattan, who was on the cover of Lonny, Ms. It’s a bit of a letdown, ever so slightly ersatz, or maybe just a bit dated. Yet the new Domino, a quarterly that sells for $11.99 only on newsstands, would seem to be a ringer for the old Domino: you’ll see lots of handwritten display type an attractive young woman on the cover a hand-painted pink floor plan in a feature on a young blogger’s studio apartment an article about giving a cocktail party on the fly (buy crackers, cheese, nuts and olives, and serve strong cocktails, it says underwhelmingly). “I’m feeling like we all just got totally punk’d,” wrote one, Erica Reitman, on Design Blahg, when the first one appeared in 2012. Since its demise, its publisher, Condé Nast, has tried to capitalize on that devotion with special issues that were rehashes of old stories, a tactic that enraged some of Domino’s more vocal fans.

One of the many publishing casualties of the recession, the youthful decorating magazine that folded in early 2009 was light on ad revenue but rich with readers: passionate, devoted readers, more than a million of them, according to the Alliance for Audited Media. What they were putting together, however, was not exactly a new publication, but the third iteration of Domino magazine, or Domino 3.0, as Curbed christened it this summer. Ambridge was also responsible for retouching the photos, and Ms. With no real budget for photography, Michelle Adams, the new magazine’s editor in chief Brittany Ambridge, the photo director and Robert Leleux, the creative director, had shot, styled and written nearly every feature. On a wall blackened with chalkboard paint, someone had drawn a medley of picture frames. Elaina Sullivan, the market editor, had painted canvases à la Rothko. There was the eager - and tiny - young staff in a scruffy office on West 38th Street decorated with Blu Dot furniture, a couple of Moroccan rugs and their own artwork. It certainly looked like a magazine start up.