The new site launches with an exclusive video performance from rising rap star Little Simz and contributors such as Afua Hirsch, Charlie Teasdale and Olivia Sudjic.
buro247.com promises rich and immersive content on digital and social channels across six editorial pillars: Fashion & Style, Beauty, Watches & Jewellery, Success, Culture & Thought and Travel & Experience.
The dedicated UK editorial team comprises a notable line-up of British media talent including Lucy Hutchings as Managing Editor (previously Vogue.co.uk); Natalie Hartley as Fashion Director (previously Glamour); Sophie Beresiner as Beauty and Style Director (previously Elle); Naomi Barling as Fashion Editor (previously of Porter), and Phoebe McDowell as Beauty Editor (previously The Sunday Times).
Smith says: “Following our symbolic re-brand of BURO 24/7 across our global network last year, expanding our presence to the UK and unveiling our new tech platform and dynamic interface was our next strategic priority. I’m thrilled to bring the brand to the UK with such a highly-engaged global audience, and to expand our speciality in connecting the world’s most coveted brands with the market’s most sought-after demographic – Generation Now.”
According to the publishers, the flagship UK destination is powered by BURO.Global’s newly built and proprietary content management system, including an editing suite to, create exquisitely elevated design for the brand’s hero editorial and commercial content. The site is built responsively for any device, but breaks the convention of static content pages and rigid templates, allowing more creative freedom for a rich and immersive experience, delivered daily.
BURO.Global’s Digital Director, Reena Prashar, adds: “As our brand DNA is to be bold, dynamic, colourful and playful, we’ve empowered the design and editorial teams to execute immersive storytelling as a luxury brand should. We’ve also approached our technology with the same filters, facilitating large-scale video and dynamic imagery, also driving interactivity and an emotional response as users swipe and choose their journey through the platform.”
Smith adds: “With Generation Now’s desire for immediacy, we’ve used technology to offer inspiration, consideration and action all in one place. Our richly dynamic storytelling, whether in prose or lush visuals, provides inspiration. New inclusions such as 360-degree product imagery, shareability and the soon-to-launch bookmarking and wishlisting utility functions help drive consideration; shoppable or bookable modules at the end of every feature help deliver our audience to their coveted product, service and experience.”
As of today, buro247.com is live to explore and there will be an exclusive launch event to toast its arrival on the London scene on 30th October, in conjunction with KCD London and production and creative agency BOUM.
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