The issue uses “Augmented Reality” (AR) and 3D motion graphics to bring Brit award-winner Florence Welch (from Florence and the Machine) to life. Grazia readers are able to use the cover to unlock Florence singing and dancing to her hit ‘You’ve Got The Love’ in a 3D virtual space.
The ‘3D Walk-In, Talking Grazia’ comes to life by holding up AR codes published throughout the magazine to a webcam or iPhone.
Check out www.graziadaily.co.uk/3D from Tuesday 23rd March for a complete guide to getting the most out of this ‘3D Walk-In, Talking’ Grazia.
The weekly fashion glossy teamed up with AR experts and interactive creative agency Wardenclyffe to create this very special issue on sale from 23 March 2010.
In addition to Florence on the cover, the issue will showcase a number of other interactive editorial and commercial experiences. These are:
• Watch a spring trends masterclass from Grazia’s Fashion Editors – and spin them around so you can see their outfits from every angle.
• Take a 360 degree look at Grazia’s hottest fashion buys on our ‘Fashion Charts’
• Learn how to master the new season ‘smoky eye’ with a demonstration from make-up guru Lisa Eldridge
• Get a behind the scenes sneak peek of the innovative Florence shoot. Watch Banana Republic’s super-chic chinos Spring campaign burst into life.
Jane Bruton, Editor in Chief of Grazia, said: “This will be a stunning issue of Grazia for readers to experience. We are particularly proud to have secured such an amazing talent as Florence to help bring the magazine to life in such a spectacular way to our readers.”
Florence commented: "This is just completely unbelievable. I am this technophobe who still uses a Walkman and never emails, yet people will be able to see me walking, talking, singing, straight off the cover of Grazia? It’s beyond comprehension! I'm in the middle of a mad, mad world tour, but this was something I had to find the time to do. I love it."
Emma Sheller, VP Gap Marketing for Banana Republic, added: “Augmented reality is an exciting new technology which gives Grazia readers and both our existing and potential new customers, the opportunity to engage with our brands and collections in a much richer, more compelling way. We’re thrilled to have the chance to test this new development in partnership with Grazia magazine.”
Hunter Lee Soik, Experience Director at Wardenclyffe, added: “Technology has opened up new ways of showcasing creativity. We really hope everyone enjoys the private showing of Florence and the Machine and we thank the team at Grazia for all their passion and dedication to make this project happen”
iPhone users can also download a free Grazia App from the App Store giving them additional special features. These include the ability to spin Florence around by blowing into your iPhone and take a picture of her in any location. The Grazia App is available for free from the App Store on iPhone.
