Wallpaper goes up on the Web

Lifestyle magazine Wallpaper has appointed digital media company I-D Media Gruppe to develop a new on-line venture.

The Hamburg-based consultancy beat international competitors including Razorfish and Icon Medialab to the job. The consultancy will work closely with Wallpaper’s in-house art department to maintain the magazine’s look and feel when translated to an on-screen environment.

“We chose them because of their grasp of design, their technology and because of their forward-thinking attitude,” says Wallpaper editor Tyler Brûlé.

Wallpaper on-line will be different from the publication, carrying a heavier news agenda.

It will be targeted at potential readers around the world who are unable to buy the printed version of the magazine.

The launch of the website is scheduled for November, coinciding with the reopening of the magazine’s expanded and renovated offices on the Strand and a TV project.

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