Incoming… AUH magazine

The latest addition to the Ink stable is AUH, a new magazine we’re publishing on behalf of Abu Dhabi International Airport. It was delivered to the client last month and is awaiting sign off, but given that they’re uploading it to their own website today, I thought we could give everybody a sneak preview here too.

It’s a travel mag with what I think is a unique premise: each issue leads off with stories located at the airport (infographics, product, profiles), which is where the magazine is being distributed, and then the further you flip through the pages, the further you travel from the airport – via Abu Dhabi itself, on to Dubai and the UAE, the Middle East, short-haul and then mid-haul destinations, winding up at the furthest-flung places. Page furniture references airline boarding cards, and airport signage and codes (hence AUH, which is the airport code for Abu Dhabi). Instead of page numbers folios give the distance from Abu Dhabi Airport – so you’ll find our Sydney story on a page tagged 12,075km.

Here’s a bunch of pages and spreads (the designer is Dan Di Paolo):

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The magazine was originally to be called ‘You Are Here’ with the accompanying tag line, ‘Now where do you want to go?’ but the client favoured AUH. We were able to keep the map-inspired ‘You Are Here’ idea as a device on the cover and it also appears on some of the dps openers in the feature well. It has echoes of that UK lottery advertising campaign of a few years back, ‘It could be you!’

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The contents page is also inspired by boarding passes. It introduces the colour-coded sectioning that’s employed to help reader navigation: dark blue for AUH pages; light blue for Abu Dhabi; red for UAE; green for short and mid haul; yellow for long haul.

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The above page is part of a feature on the arrival of gourmet food trucks in Sydney (they’ve taken their time, I know). The fine illustrations were done inhouse by Ink’s own one-man infographic studio, Callum Lewis.

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The client encouraged us to treat the airport’s corporate pages in the same graphic fashion as the rest of the magazine, so Dan commissioned an illustrator used elsewhere in the magazine to liven up the practical info pages, while the map of destinations served by the airport is a modified reprise of the contents page.

You may have missed this…

Earlier this year Germanwings turned 10. To mark the occasion GW magazine presented suggestions for a gift from each of the airline’s 10 most popular destinations. A simple idea but raised several notches by an immense level of effort and some very beautiful presentation. Take the piece of graffiti art from Berlin. For this image designer Steve Ranson created his own design, done in the style of German grafitti artist XOOOOX, from which he then created a stencil. An evening scouring the skips of northeast London provided the bricks, which were then cleaned up to provide the canvas onto which Steve sprayed his bit of birthday art. The finished item was then lugged to the studio, styled and shot. One gift down, nine to go.
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Above, an original work by German graffiti artist XOOOOX…
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…and art director Steve Ranson’s bespoke GW birthday stencil.

Below, the 10th birthday spreads from the Oct/Nov issue of GW magazine.

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Birthday6And, as an added extra, here’s a beautiful product shoot from the current Dec 2012/Jan 2013 issue.
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Cover of the month

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The lovely thing about inflight magazines is that your audience is captive so you don’t necessarily need a host of cover lines shouting for attention. There’s the opportunity to use the cover as a blank canvas and have some fun. Which is exactly what the team on easyJet’s Traveller mag have done this month. After spotting her in a recent copy of Grazia (editor Simon Kurs’ preferred read), they commissioned Beki Rymsza, founder of a bespoke knitwear company Where’s Me Jumper, to knit them a cover. Art director Mat Wiggins worked with Beki to make the pattern, which was then executed with needles and wool. The only question is, who gets to wear it on the big day?

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