Conde Nast Launches Branded-Content Studio In Britain, 'Wired' Store To Open

Condé Nast Britain has just launched Stories, an in-house branded-content studio based in London.

Using its own editorial team, it will produce partnership campaigns and content for brands across a range of platforms and publications under Condé Nast Britain, which includes about 14 titles, such as British Vogue, GQ, Condé Nast Traveller and Brides. (The team includes experts in social, video and data.)

“The newly created sector reflects the significant growth in revenue over the last two-plus years,” Malcolm Attwells, commercial director of Condé Nast Digital, told WWD.

In May, Condé Nast Britain tapped Tristan Taylor to take on a new role, head of branded-content commercial. He will now oversee Stories.

British luxury-car company Aston Martin is one of the brands to sign on as a partner with Stories. Its “The Beauty of Design” campaign kicked off in British Vogue and GQ.



Condé Nast launched its first branded-content studio stateside, called 23 Stories, in early 2015.

Last week, the publisher also announced a new licensing partnership with airport retail developer Pacific Gateway to open a Wired store at Newark International Airport.

It will open in early 2018 in the airport’s Terminal B. The staff of Wired, Condé Nast’s tech publication, will be involved in the store’s development and launch process, providing creative direction and curating the store’s product offerings. Products will include the latest gear and gadgets.

Joe Waller, CEO of Pacific Gateway, stated: “Too often, shops in airports are out of touch with the brands that are prescient today. Wired, with products taken straight from the pages of the magazine and website, will provide the experiential retail experience that today’s connected consumers demand when traveling.”

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