Wilson Fletcher

Grazia

The world’s first shoppable glossy magazine

For Bauer Publishing

Long an iconic brand in women’s fashion and lifestyle, Grazia approached us to help them create a pioneering digital publication for Apple’s Newsstand. The Grazia team had an idea to make the most useful digital magazine in the sector. Our challenge was to bring the rich Grazia personality to a digital magazine that could be produced efficiently each week by the editorial team while being enriched with new interactive functionality that would make it an iPad essential.

Studio
  • London
Duration
12 weeks

Shop. Share. Save.

The Grazia team had an idea to make Grazia the most useful digital magazine in its sector. Our challenge was to bring the rich Grazia personality to a digital magazine that could be produced efficiently each week by the editorial team while being enriched with new interactive functionality that would make it an iPad essential.

A key feature of this new Grazia experience became ‘shop the issue’, a feature designed to enable customers to buy products directly from the content that features them. Readers can fall in love with the look, save it to a wishlist, share it with friends or buy it instantly from hundreds of possible retailers.

A rapid, iterative design process

Our design process relied on rapid iterations of visual layouts and functional prototypes. We had to deliver the distinctive Grazia personality in an HTML5 templated solution built in Kaldor’s PugPig magazine platform – a major challenge with such visually-rich layouts, but well worth the effort for the efficiencies it would bring to the final app and its production.

Readers remained involved throughout, assisting directly in the design and validation of key aspects of the design. Hundreds of template layouts were explored during the design process – alongside the design of the key functional components like shopping – before we settled on a final solution.

Bold ambitions lead to big results

Loved by readers from the the outset, the magazine app made waves in the publishing industry. It has won numerous industry accolades and awards, including Innovation of the Year at the 2013 PPA Digital Publishing Awards. Digital Publishing Awards. It has remained one of the top-grossing apps in the women’s magazine category in Apple’s Newsstand since launch.