Grazia unveils '3D issue'

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Fashion glossy magazine Grazia has launched an augmented reality (AR) magazine, with 3D motion graphics.

Users hold up a code printed on the pages of the magazine to a webcam or iPhone and watch content appear on their screens.

AR specialists and the interactive creative agency Wardenclyffe helped Grazia, part of the Bauer Media Group, to create the issue, which went on sale today [Tuesday].

Florence Welch,

of Florence and the Machine, is seen singing and dancing to her hit 'You've Got The Love' in a video. Features also include a make-up demonstration and '360 degree' fashion charts.

It also makes use of the technology for commercial purpose, with a feature showing Banana Republic's Spring campaign for chinos. A full guide can be found at this link "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," said Emma Sheller, VP gap marketing for Banana Republic, in a release.

"This will be a stunning issue of Grazia for readers to experience. We are particularly proud to have secured such an amazing talent as Florence to help bring the magazine to life in such a spectacular way to our readers," said Jane Bruton, editor in chief of Grazia.

A free iPhone app

has also been released with the issue

. An additional feature for the iPhone allows users to spin Florence around "by blowing into your iPhone" and take pictures of her, Bauer Media said.

Grazia follows the lead of other publications: Esquire featured Robert Downey Jnr in 3D on its front cover in November 2009 and retailer Best Buy in the US has run AR newspaper advertising .

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