IFC Mall launches redesigned magazine

The first edition of the new quarterly magazine will be distributed from 21 April with a circulation of 20,000. It will target IFC's VIP shoppers, office tenants and guests at the Four Seasons Hotel.

SCMP Marketing Services explained that the concept of 'I see IFC' reflects the sense that readers will be getting the first glimpse of what’s hot in shopping, dining and lifestyle.

The newly rebranded magazine enables readers to 'see' more, be it elegance, trends, sophistication, or beauty, as a precursor to their visit to the mall.

IC will feature stories on lifestyle, beauty, hot trends, people, haute couture, wellness, fine food, events and covered over 60 international brands in the mall, including Bulagri, Prada, Valentino, Tom Ford and Stella McCartney.

Commenting on the new publication, Sylvia Lee, head of marketing services at the SCMP, said, “The IFC client has chosen SCMP to publish the first issue of IC magazine, on the basis of our ability to differentiate the magazine with a strong concept, as encapsulated in the tagline 'I see IFC'." 

The team have also extended 'I see IFC' into an ad campaign concept, which the client will subsequently adapt into print ads for Chinese media to promote the IFC Mall.

Lee added that they are thrilled to see it being worked into an integrated approach. "This adds up to more than just a magazine launch."