Grazia partners with property investment company Shaftesbury to launch a London Fashion Week satellite office on Carnaby
Readers get the chance to view and shop the trends ‘live’ as they happen
Grazia will be backstage at the shows producing an instantly shoppable issue
Bauer Media has announced that Grazia, its weekly glossy for upscale women, will host an exclusive programme of events live from a pop up office in partnership with Carnaby for London Fashion Week. The Grazia team will also produce a special live fashion issue (on sale from September 27) to celebrate the ‘see now, buy now’ concept of this year’s LFW.
From the satellite office on Carnaby, the team will bring readers and shoppers exclusive content including fashion and beauty masterclasses, live trend edits and daily fashion and lifestyle experiences from the 120 brands located in the Carnaby area – all driving footfall to Carnaby and positioning it as the key destination for up-to-date fashion.
The experiential activity will be supported with two print advertorials, digital edition insertions, native stories on Grazia Daily, a social amplification package across the Grazia channels and Carnaby branding on all editorial pre and post promotional activity (in-mag and online) and on all pre-roll videos and trend reports.
Grazia will be the only magazine shooting live backstage from LFW capturing the clothes as they come straight off the catwalk for their fashion issue.
Abby Carvosso, Group MD, Bauer Advertising, said: “Working with Carnaby highlights our expertise in building cultural connections on behalf of brands. We connect our readers directly to what is happening at London Fashion Week with our 'see it, buy it now' issue and bring the catwalk experience to life through delivering this content across all Grazia platforms and at Carnaby... Cultural marketing at its best."
Samantha Bain-Mollison, Head of Retail Strategy at Shaftesbury: “We are delighted to partner with Grazia Magazine for the 10th year, and are excited to host the Grazia Live shop on Carnaby. This new concept will allow shoppers to watch the magazine come to life and then be able to shop the trends in our 120 stores. Carnaby is all about offering great product and a unique consumer experience.”
Natasha Pearlman, Editor, Grazia commented: “Grazia is the only glossy magazine able to match the new ‘see now, buy now’ pace of the fashion world. Our Carnaby work and show space will give our readers unparalleled access, not just to the shows but to tutorials and shopping edits from some of the biggest names in the industry. And we will be able to bring them instantly shoppable trends and daily edits straight from the catwalks. This puts Grazia – and our community of readers – at the forefront of London Fashion Week.”
Grazia will be in Carnaby from Friday 16th – Tuesday 20th September 2016 at 56b Carnaby Street, London, W1F 9QF. Visit GraziaDaily.co.uk and Carnaby.co.uk to find out more and to take part in the exclusive events throughout the week.
For further information, please contact:
Eleanor Crossman and Gemma Mejer at MWW PR
T: 0207 046 6080
For more information on Carnaby/Shaftesbury, please contact:
T: 0207 287 9601
About Bauer Media:
Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, Kiss, Grazia, Empire, TV Choice, Take a Break, Bella, Magic and Absolute Radio. It creates and curates entertaining media content that audiences love whenever, wherever and however they want through a multi-channel strategy and a focus on product excellence and audience insight. The result is an exciting array of influential brands, content and talent which provide compelling and engaging advertising opportunities with valuable audiences for UK commercial partners. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately owned media businesses with media assets all over the globe.
Carnaby is in the heart of London’s West End, situated between Oxford Circus and Piccadilly Circus tube stations. A step away from Oxford Street and Regent Street – an iconic experiential shopping and dining destination with over 150 brands made up of concepts, flagships and independents; with over 60 of these being F&B tenants. The area is made up of 13 streets, including the world famous Carnaby Street.
Shaftesbury is a Real Estate Investment Trust, which owns a unique real estate portfolio extending to 14 acres in the heart of London's West End - a highly popular, sought-after and prosperous location. Shaftesbury focuses on retail, restaurants and leisure in the liveliest parts of the West End. The portfolio comprises 583 shops, restaurants, cafes and pubs; 422,000 sq. ft. of offices and 509 apartments. Its proven long-term management strategy is to create and foster distinctive, attractive and prosperous locations. Its holdings are concentrated in Carnaby, Seven Dials, Covent Garden, Chinatown, Soho and Charlotte Street.