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Top Interior Design Mag Frame Enhanced with Layar

Chris Cameron January 23, 2013

Frame Magazine, the world’s leading interior design publication with a circulation across 77 countries, has enhanced the artistic pages of its most recent issue with interactive print from Layar.

As the “go-to reference for designers and interior architects,” Frame Magazine continually impresses its readers with not only its content, but with how it presents that content. Special paper, inks and embossed graphics are common to Frame, but now, with Layar, Frame has taken presenting its content to a whole new level.

Readers can “enjoy an even more exciting tour through the world of design,” as editor in chief Robert Thiemann writes in the January/February issue. Readers can view additional photos, watch videos, join discussions on Facebook, buy items and more.

Scanning the cover lets readers watch the cover morph between several other possible covers, with various colors and images. Inside the magazine, scanning pages about an interactive digital installation in Paris lets readers experience that very installation’s “luminous textile panels.” It’s really a sight to behold.

We recently caught up with Thiemann to get the low down on Frame’s most recent issue and the process of implementing Layar. 

How did you hear of Layar?

“One of my colleagues came across Layar while reading a Dutch magazine. She was impressed with the extra digital content provided through the use of the Layar App. She then went to a Layar seminar in July, 2012, to find out more. Her report brimmed with enthusiasm, so we decided to give Layar a go in September.”

What makes Frame’s readers a good audience for interactive print?

“Frame has an image-savvy readership of early adopters, so we thought they might be interested in Layar. Frame magazine historically surprises its audience in many ways: from ever-changing graphics to special paper stocks and cover finishes. We thought Layar would offer yet another way to surprise our readership by letting them experience a connection between offline and online content.”

How was the experience of using the Layar Creator?

“Getting to work with the Layar Creator proved to be very easy. Uploading content and putting buttons on our pages both were a piece of cake. We had more difficulties deciding what exactly to do with Layar and finding extra content for it. We found out that we had to change our way of working by starting to integrate Layar in the editorial process.”

Any plans for the future?

“We will continue working with Layar for the rest of the year and evaluate the results at the end of 2013. If the app has proven to be successful – which I consider it to be when we will have more than 1000 active users – we’ll not only work with it in Frame magazine, but also in its sibling publications Mark and Elephant magazines. 

What’s more, we have already seduced one advertiser to use Layar in their Frame ad and will of course try to get more companies interested. Another challenge will be to not only include video footage, but also other digital content. The real aim is to increase interaction between the magazines and their readership.”

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