Making fashion mag where fashion shopping is done

The British fashion weekly Grazia, published by Bauer Media, is trying audacious move that is apparently intended to engage with readers -- it is moving offices for a week and producing the next weekly issue in a west London shopping centre.

According to a story in UK Press Gazette, computers, telephones, fashion cupboards and a photographic studio will all be shifted to a perspex pod in the centre's atrium and shoppers will be able to watch every move that the 46 Grazia staff make, including fashion shoots, castings, product testing and job interviews. The resulting week's special edition will be called Grazia Live.

Grazia editor-in-chief Jane Bruton said: "Some people might think that moving to Westfield London for one week and producing a magazine there is a mad idea... and it is. But the Grazia team like nothing better than leaping into the unknown, so we're up for the challenge.My only worry is having to send out regular search parties to drag my staff out of all the shops."