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Grazia launches first 3D augmented reality issue

Fashion glossy Grazia has become one of the first consumer publications to introduce augmented reality (AR) technology to their magazine.

This week’s issue of Grazia uses AR and 3D motion graphics to bring Brit award-winner Florence Welch and content from the magazine to life.

Readers can hold up pages of the magazine to a webcam or iPhone and unlock special content, from a performance by Florence to a 360 degree look at products on the fashion page.

Banana Republic is the first brand to integrate the new technology into their ad campaign, with a look at their new Spring chinos range.

At the launch of the new issue, Jane Bruton, editor in chief of Grazia, said: "This will be a stunning issue of Grazia for readers to experience. Augmented reality aims to give readers more ways to engage with the magazine and a sense of control over the content."

Emma Sheller, vice president of gap marketing for Banana Republic, said: "Augmented reality is an exciting new technology which gives Grazia readers and both our existing and potential new customers the opportunity to engage with our brands and collections in a much richer, more compelling way."

Angie Moxham, MD of 3 Monkeys PR, said that the launch represented an exciting new opportunity for PRs.

"In terms of PR, I think this is great idea. The one thing the publishing industry needs at the moment is a differentiator and this is original, innovative and above all, fun. This will undoubtedly open up a whole load of new doors and opportunities for PRs and their clients."

More information and clips of the AR content can be found here.

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