This book has been sitting round my desk for over a year now, and I kept thinking someone would do better and there'd be no point in writing about it. But, in this ages of digital magazines apparently taking over (highly unlikely) I've still never seen a marketing solution come close to the execution for the Charlotte Building.
This is what they've done:
1. Beautifully designed and printed hard back book.
2. Accompanying flash website.
And thats it. The brochure has been designed by MadeThought, with strong most of the emphasis being placed on the photography and styling. The content is then translated to something between a website and magazine format. There's an intro you can't really skip, but those 10-15 seconds of paused photography and well thought out dialogue goes down well in this case. Once you're past that you can navigate in the typical fashion and continue to download documents for offline reading.
Whats interesting here is they've not gone for a middle of the road website with a simple PDF download of the brochure on there. I'm the first to admit I take in content via the web more than most, but its still limiting in terms of design. If you take HTML as a happy middle ground, then they've blown this apart by creating a lasting print product and one off website. No 'share with your friends on Facebook', or 'follow us on Twitter' here. And why would you want to? Its a building after all, not a cake shop.
For once I'll resist on going into how this has been printed, as I discovered this has been written about before by Justin of Fenner Papers on his blog.
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