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Brief Published: 30 Nov 2012

Wired Magazine Pop-Up, London


The British edition of technology magazine Wired has become the latest title to stride into the retail arena this month with a pop-up store and gallery in London.

Running for one week from Friday November 30, the week-long pop-up is designed to bring the pages of Wired to life via exhibits, live demonstrations and a programme of cultural events.

The temporary store, which is organised in partnership with South Korean electronics brand Samsung, will also sell a selection of unusual and limited-edition products curated by the Wired team.

The boundaries between content and commerce are becoming increasingly blurred, with a spate of publishers now branching into retail – monetising their publishing philosophies as a way of boosting revenue as print sales fall.

Other titles have recently made the move from inspiration to transaction, including the US edition of men’s style magazine GQ, which opened a menswear pop-up shop in New York in collaboration with US department store Nordstrom, and the pop-up virtual apothecary from the US edition of women’s glossy, Glamour.

Stylus report Magtailing explores the content-marries-commerce phenomenon in more detail.