The Australian Financial Review Magazine debuts three front covers – including one featuring Dave Droga – for annual design issue out tomorrow

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AFR Mag cover.jpgThe Australian Financial Review Magazine has launched the magazine’s annual design issue that features not one but three front covers, which will be published tomorrow, inside The Australian Financial Review.

 

In its boldest creative execution to date, the latest AFR Magazine has three consecutive front covers with portraits of three different people, all linked by the key themes of the 2013 Design issue: “Dream. Make. Think”.

 

The multiple cover execution is sponsored by Lexus, which is running two full page ads facing the consecutive covers, followed by a double page spread, each with a creative treatment that complements the three design issue themes.

Says Jeni Porter, AFR Magazine editor: “In magazine publishing, the impact of the front cover is all important. Giving the Design issue three front covers is a fresh and powerful way to engage our readers, and has provided Lexus with a unique way of showcasing its brand to our quality audience.”

Says Mandy Reusche, executive business director, TMS, Lexus’ media agency: “For the launch of the all new Lexus IS Line, we wanted a powerful and innovative print media execution. The Lexus IS target is outgoing and image conscious – they are stylish success seekers who aren’t afraid to stand out in the crowd. We are using the media in a way which allows Lexus to stand out from other advertisers and the AFR Magazine multiple cover execution is a perfect example of this.”

 

Says Porter: “The use of multiple covers in our Design issue is the type of innovation our senior business and high net worth readership appreciates.

 

“The Design issue is all about Australia’s most energetic, innovative and creative people, three of whom we chose for the multiple front covers because they perfectly embodied our themes of “dream, make, think,”.”

 

Photographers Andrew Quilty, Nic Walker and Jesse Marlow captured the portraits of advertising guru David Droga; award-winning furniture designer and maker Laura McCusker; and architecture luminary Callum Fraser in New York City, Hobart and Melbourne respectively.

 

Says Porter: “Our aim was to make the portraits appear larger than life opposite the Lexus creative executions. By using the pastel backdrops and lighter-but-larger typography we delivered what is best described as a ‘subtle punch’ alongside the dynamic Lexus ads.”

 

This year’s design issue is rich with the most compelling design-focused content, including a profile of cover portrait subject Droga and his $125 million deal with Hollywood, a feature on McCusker and her inspired furniture, and an interview with Fraser as one of several subjects in a story about the new generation of architects, engineers, and other professions working collaboratively to build our future cities.

 

Other stories include profiles of Milan’s star designer Antonio Citterio and Paris gallerist Didier Krzentowski who is a force in global design and has the likes of Marc Newson amongst his exhibiting artists.

 

The AFR Magazine Design issue is published tomorrow, inside The Australian Financial Review.