Innovation in Print (2): A Hole (with purpose) in the Romanian EsquireMarch 17, 2008
I have no doubt that you are familiar with all the perfume and cologne strips in most magazines. Those samples, loved by some and hated by others, have been a fixture in the magazine business for some time. So, when the folks at the Romanian edition of Esquire magazine decided to offer a sample of BVLGARI inside their March 08 magazine, they literally did that. They dug a hole in the magazine (from page to page) in the shape and size of the cologne bottle they wanted to offer their readers. The bottle was nestled inside the hole in the magazine and all the pages of the magazine had to be designed taking into consideration the design of the bottle. An insert extending beyond the magazine regular size announced the free gift to the readers. See the cover above and some sample pages below.