MAGAZINES GO LIVE: As the consumer magazine market becomes increasingly squeezed, British titles are devising ever more inventive ways to draw attention to their brands. British GQ, whose December issue marks the title’s 20th anniversary, will take over the shop windows on London’s Savile Row this week to celebrate the occasion. Most of the stores on the storied street will mount window displays to mark the magazine’s birthday, using covers from the title’s archive. Tailor Mark Marengo will project images from GQ’s archive onto a white suit in its window, while Richard James and Ozwald Boateng will put large-scale displays in their stores, a spokeswoman for Condé Nast in London said. Images of the windows will be displayed on gq.com from Thursday, when the magazine — at 582 pages, the largest any of GQ’s global editions has produced — hits newsstands. In addition, the title has tied in with men’s wear label Hackett for its anniversary, to produce a collection of wallets, passport covers, wash bags and ties, which feature a print made from images of GQ’s vintage covers. The collection will be sold at Hackett’s Sloane Street store starting Thursday.
And in another interactive move, next week, the British edition of Grazia magazine will temporarily transplant its entire staff of 46 to a Perspex box placed in London’s Westfield mall, a much-anticipated $2.4 billion shopping center that opens Thursday. The staff will work on the Bauer Media-owned magazine in the new location from Nov. 3 to 7, during which time shoppers will be able to peer at the editorial team as it put together the Nov. 11 issue. Grazia said the event is part of “an ongoing relationship between Grazia and Westfield London, as the brands share a similar vision.” — Louise Bartlett