14 November 2005

Who knows more about Aria Magazine?

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At the Venice Biennale I was handed a copy of the very trendy Aria Magazine, a bilingual (English / Italian) quarterly magazine for travellers, or as their press release says, “the first magazine about Emotional Geography”.

Same thing just now at a Nokia stand during Artissima, Turin’s contemporary art fair.

The luxurious and artsy magazine looks like the result of a high-level intellectual brand concept addressing (or defining) a new type of consumer and is filled with columns about travelling and mobility, including a major story on the Milan-based qualitative research consultancy Future Concept Lab, which works for … Nokia.

It has only one ad. It is on the backcover and it is by …Nokia.

This magazine must somehow be part of Nokia’s brand strategy, but I can’t find out anything about it.

Not from the magazine’s website, not from any other website or blog. I searched the names of the people involved (they turn out to be involved with Repubblica newspaper), and even ran a search on their domain name registration.


It is a brand mystery to me. So I am turning to you, my readers. Who is behind Aria Magazine? What is the strategy here? What does Nokia have to do with this?

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