Disclosure:

Last night Scene magazine celebrated their first issue at Double Seven in Manhattan's Meat Packing District. Amid the low light, flowing vodka and throbbing music, the people behind New York City's newest glossy relaxed after coming up with a vision, building a staff and putting ink to shiny, shiny paper in under four months.  The Observer caught up with who's who at Scene and learned that magazines like Quest and Vanity Fair are in the crosshairs as Scene prepares to position itself as the only magazine covering high society from New York with New Yorkers in mind.

"We're for everyone in New York. Society now is like rap stars to football stars to socialites," said Peter Davis, Scene editor-in-chief. "We're going to expose the bad behavior of rich people, which no one does, except Vanity Fair, but we're going to do it beyond them."

Dean Quigley, art director at Scene agrees. "I want it to be everywhere. I want it to be recognized for what it is—beauty in New York City," he said. " I hope that we're in everybody's hands that's a true New Yorker."

Publisher Julie Dannenberg thinks a big part of Scene's success will simply be great writing and an emphasis on all the hot neighborhoods in Manhattan—unlike other magazines.

"When you look at the society magazines, which I guess Scene falls into, their focus is entirely on the Upper East Side . . . Our distribution includes Tribeca and SoHo and the West Village," she said. "We're not all Upper East Siders. We're not all anything and I think that's what Scene is about. It's a much broader audience than Avenue was.

Ms. Dannenberg was formerly at Avenue with Mr. Davis and Scene's creative director, Cricket Burns. Ms. Burns told The Observer that Hilary Rhoda will grace next month's cover and Mr. Davis explained that the covers are another way Scene sets itself apart.

"We're only doing supermodels on the cover so it's like the 80s revisited. No red tape, no PR people. Models who look good in clothes," he said.

"We're going back to the beautiful model, which is long overdue," Ms. Burns added.