Paper Magazine
True to its mission to improve brand communication, Massimo Dutti surprises its followers with a new tool that contributes to consolidating and divulging its world: PAPER MAGAZINE, the paper version of the homonymous digital and well-established “branded channel”. PAPER, available at massimodutti.com.
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The new PAPER magazine started as a tribute to those who appreciate high editorial quality, a risky and brave project that dares to put small gems on paper, which even if at first glance may seem reserved to a few culties with a sophisticated style or to professional sybarites, the truth is that anyone with a bit of sensitivity will be able to enjoy not just to beautiful images but also the excellent content and design. Even if some insist on saying that 2.0 society is not the least interested in paper-format information and favours the immediacy of online news, initiatives like this one from Massimo Dutti show that the two options compensate rather than exclude each other, as magazines can create communities and bring brand value starting from something physically tangible.
The new PAPER magazine was created as a sophisticated product with great suggestive power. Following the brand’s briefing the editorial team has focussed on consolidating a generic look & feel offering an overall image that transmits the new values of the brand: sophistication, innovation and surprise. So, the new magazine amazes with a new and elegant typography, new sections and new content that encompass all the lines of products in Massimo Dutti’s universe: Women, Men, Boys&Girls and Personal Tailoring. PAPER enhances the brand’s values in an elegant and inspiring editorial context that can count on the best fashion and lifestyle editors and creators of original content both for its regular features and for unique events that make the news.
