Consumer mags harness augmented reality

Grazia magazine, the Bauer Media women’s weekly, and GQ, Condé Nast’s men’s monthly, are both launching “Augmented Reality” (AR) initiatives.

Grazia magazine
Grazia magazine

Grazia’s AR issue launches tomorrow (23 March) and harnesses 3D technology to show cover star Florence and the Machine singing in 3D.

Bauer says the “3D Walk-in, Talking Grazia” issue means that readers can engage with the title with a number of “interactive editorial and commercial experiences” from advertisers, including Banana Republic.

Readers can view the AR features by holding AR codes published throughout the magazine up to a webcam or iPhone.

AR features include watching a spring trends masterclass from Grazia fashion editors which allows readers to spin the images to see the outfits from every angle, A 3D demonstration of applying make-up from make-up artist Lisa Eldridge and a ’behind the scenes’ look at the Florence Welch shoot.

Emma Sheller, VP Gap marketing for Banana Republic, says AR gives Grazia readers the opportunity to engage with our brands and collections in a much richer, more compelling way.”

Vanessa Clifford, head of press at Mindshare says:”I think augmented reality continues to be a really exciting development for press and another step closer to linking the printed with the digital, being able to use your iphone to access the content really moves it forward to something that consumers will interact with beyond the potential novelty value.”

The initiative has been created by interactive creative agency Wardenclyffe.There is also a free iPhone app, which gives users added AR features.

Separately, GQ, is launching its first ever Augmented Reality advertising with Calvin Klein to support the launch of its X Underwear.

The global AR advertising will appear exclusively in the April issues of GQ in the US, China, Korea, Australia, Mexico, Taiwan, and India, and in the May issues of British GQ, as well as France, Germany, Spain and Italy.

Consumers can view the 3D Calvin Klein films, starring American actors Kellan Lutz and Mehcad Brooks, Spanish tennis star Fernando Verdasco, and Japanese football star Hidetoshi Nakata, by holding up AR codes from the magazine in front of a webcam.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here