Grazia in Westfield iPhone Application

Brilliantly, Grazia in Westfield is an innovative and groundbreaking iPhone Application combining a popular weekly fashion magazine with the launch of Europe's largest urban shopping centre.



Bauer title Grazia has upped sticks and moved to a purpose-built Perspex box in the middle of the West London mall, which opened last week to great fanfare. There is video on the graziadaily.co.uk site here.



The Grazia in Westfield iPhone Application is free, it really looks the part and, functionality-wise, updates with a news stream onto the main page. Not only is this pretty new in terms of magazines or any print title in the UK utilising the iPhone's advantages, it also really lives the brand.



Above is a map showing the location within the Westfield mall of Topman, easily found by a menu split by category and then by retailer. A great idea.

There's also a daily list of events, for example on Fridat 7th November, Gap in association with Grazia is inviting wannabe stylists to create their own look and be in with a chance of winning £400 worth of vouchers. You can book an appointment and get more information through the iPhone App.



As well as this sort of direct experiential relevance, those nowhere near Shepherd's Bush can navigate through to the graziadaily.co.uk site for more of the latest news.



There's also a watered-down version of 'Fashion Sudoku' which I've not spent much time on but looks good.



It's the sort of thing, and indeed this is the sort of iPhone App, which will make an iPhone more attractive to young, professional females. I know a few people who are keen on the principle of the iPhone but put off by the thought that it's too techy or too blokey. Admittedly I don't help by having lots of sports-related Apps, but I may keep the Grazia App as a means of selling the idea of an iPhone to the fairer sex. Not that I sell iPhones, I just dig them.

Here, in their own words, is a summary of the Grazia in Westfield iPhone App: