Marie Claire just launched its very first pop-up magazine in New York City, with cues from European magazines, called Branchè.
Translating to “plugged in" in French, Branché is 40-pages of the best New York has to offer. Think of it as a BlackBook magazine of sorts as a guide to the city’s style, culture, food and nighttime hot spots, Women’s Wear Daily is reporting.
“We see this as younger sister of Marie Claire,” editor in chief of Marie ClaireAnne Fulenwider said of the initiative. “We wanted it to be like dating, you don’t want to give it all up on the first date.”
30,000 inaugural issues, baring Alexa Chung’s wide-eye stare, will be distributed by Hearst employees on Thursday, Friday, Saturday, Monday, and Tuesday and of next week at bustling locations in the city like Times Square, SoHo and Williamsburg in Brooklyn.
This brand extension is something that hasn’t previously been attempted by Hearst but the magazine is already planning its fall pop-up issue—pretty exciting for Marie Claire!
Another cue we hope American magazines picked up? Freebies packaged with the glossies on the newsstand.