Burda International Asia revamps digital platforms as it eyes expansion

Burda International Asia, housed under German media group Hubert Burda Media, has revamped its luxury lifestyle digital platform, Lifestyle Asia.  Burda International Asia invested over eight months in this project, with a view to digitally revamp all titles, including Prestige, PIN Prestige, Hello! and AUGUSTMAN.

Lifestyle Asia’s new interface and platform was designed by digital creative agency, Wondersauce, with the latest market trends aimed for a savvy audience. The intuitive and visually-driven aesthetic looks to provide a "more immersive" experience, allowing readers to both locate information quickly and browse leisurely.

Among its new features are colour-coded sections for easy navigation, and map-focused stories which enable readers to access information based on location. Sponsored projects will be presented in a variety of formats, with clients such as Patek Philippe, Marina Bay Sands, ION Orchard, Tom Ford Beauty, Burberry and Kering Group invested in the launch. There is an improved interactive and shoppable product format with feature articles that have visual representation and flexibility. E-commerce elements and videos can be embedded throughout the articles.

“Since launching in 2006, Lifestyle Asia has constantly set trends here in Asia within our niche, being the first with the latest in design, user experience, functionality and engaging content to address our demanding readers and clients,” publisher and managing director, Richard Nilsson (pictured) said.

He added that its offerings span five markets, namely Singapore, Malaysia, Hong Kong, Thailand and most recently India – which launched together with the new platform.

"In the next year, our plans for further expansion into new markets in Asia and Europe (with a Paris edition) are in line with taking the Lifestyle Asia brand global. Recent efforts to boost our digital capabilities include 38 new hires, amplifying the digital business, building a robust digital infrastructure and, now, launching this new state-of-the-art platform. With all of this, Lifestyle Asia shows yet again best-in class solutions and our desire to continue being the pioneer and leader in this space," Nilsson said.

Head of digital content, Luann Alphonso said that the team of editors, writers and designers who were involved in the revamp aim to make a positive impact in digital publishing by merging "quality and convenience".

“With a reach of over two million across our platforms, coupled with fresh marketing initiatives, we are confident in providing a myriad of new digital options to bolster our clients’ media campaigns. We hope that our friends and peers will enjoy the fresh look of our portal as Lifestyle Asia continues to serve as a reliable and valuable source of luxury news," head of digital sales, Chris Ng said.

Most recently, Burda International Asia appointed Lena Kwek as managing director of the print publishing unit of Burda Singapore as part of a leadership reorganisation. She replaces Melvin Ang, group publisher and managing director of Burda International Asia following his departure.

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