Big brash book for relaunch

If there were any doubts that life at the high end of the print tree is as good as it gets last night's Hong Kong Tatler relaunch party should dispel them. The well dressed, well heeled and well connected gathered at Armani bar to ogle the newly made-over society bible in all its 290 page glory.

Defying its reader's long held mantra that you can never be too rich or too thin, in the rare air of luxury publishing you can actually never be too fat and the relaunch edition didn't disappoint. Bloated with close to 80 pages of ads and a bundled 122 page watch supplement, Hong Kong Tatler Timepieces. the title weighed down the guests' swag bags.

Before declaring anyone who left the party before midnight just wasn't a Tatler reader Edipresse Asia CEO Barrie Goodridge officially launched the new look magazine to the rowdy assembled socialites, advertisers and other friends.

Goodridge outlined the lengths Edipresse went to to redesign Hong Kong Tatler, which included hiring design talent from New York (Maryjane Fahey who has been involved in redesigning publications in the US from BusinessWeek to the Boston Globe newspaper) and Rio de Janeiro (Mariana Ochs, who's redesign and design credits include Vogue Brazil, Mode and Premiere) to consult on the magazine's new look and went on to say the redesign modernises the title, while maintaining it's core elegance, and even discussed a new font utilised in the mag which was drawn freestyle for the mag.

There are additions to the book including Style File, focusing on the style habits of one socialite each issue and Concierge which details luxury services.

Edipresse also launched Macau Tatler earlier this year with the first edition of the quarterly out on May 3.