Bespoke Magazines

I just saw this pretty interesting concept that was executed by Cunning Agency and HSBC for their Premier branding. The idea was to offer travelers coming through Heathrow Airport in London and chance to essentially make their own magazine. There were a number of articles to choose from, and each person can pick their favorites and the order they come in and have the magazine bound right there in the airport. The concept and execution does look great, but of course in the large scope it's probably not ideal - especially for publishers. The thing with a printed magazine is that it is becoming more of an art and the composition of the articles and pages and how they are laid out and order are what make it particularly special. For the most part, you can pick and choose the information you want already thanks to the Internet. So taking away a lot of the artistic influence and execution of a printed magazine is something I wouldn't recommend. But they aren't trying to do it long term, and I think for the concept 2-week period, it looks great. Check the video below for more info.

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