Lara Hedberg Deam conceived of Dwell after studying design and working closely with architect Bob Hatfield to complete her home. Her studies helped her define the architectural concepts she hoped to explore during the project and led her to the discovery that the typical shelter magazines were treating modern design as another style instead of a philosophy. Believing that an idea-based discussion about innovative design would help generate more interest and participation in modern design, she started Dwell. Since the magazine’s launch in October of 2000 it has grown to a circulation of over 325,000 and garnered many accolades and awards, including the American Society of Magazine Editors General Excellence Award in 2005. In addition to the magazine Dwell engages the community and promotes design on its website, design network, through a line of prefab homes, and at its annual Dwell on Design show in LA.