To celebrate its third anniversary, Vogue Singapore’s October 2023 issue featured a collectable cover with special audio content embedded in its print book. Themed “Voices”, this issue celebrates the nuanced voices and faces of Southeast Asia, styled in the season’s gender-neutral offerings.
The October cover is integrated with a proprietary chip technology produced in collaboration with Spatial Labs, allowing it to speak to readers. Readers can tap the NFC-enabled Continuity Chip with their smartphones to unlock an exclusive soundscape experience hosted on Vogue Singapore’s website.
The issue’s tap application is a first of its kind, aiming to incentivise readers to read the print copies of the magazine with new exclusive content.
“Innovation has always been at the forefront of Vogue Singapore as we use new technology to elevate storytelling,” said Desmond Lim, editor-in-chief of Vogue Singapore.
“The Continuity Chip allows us to combine audio with visuals to add an element of seamless immersiveness, which complements our October issue’s theme of ‘Voices’ perfectly,” he added.
Upon tapping the Continuity Chip, readers will be treated to a recital of “Pemergianmu” by Singaporean poet and playwright, Alfian Sa’at. “Pemergianmu”, which translates as “Your Departure”, is a Malay poem about love and longing.
The recital also comes with a piece by Jeremy Sharma, titled “Fidelity”. The piece transports listeners to the heart of Southeast Asia with melodies and rhythmic chants reminiscent of the 16th century.
“Vogue Singapore, in particular, has taken a bold approach to interacting with digital culture in a way that still applauds print journalism and its contributions to pop culture and society,” said Iddris Sandu, CEO and founder of Spatial Labs.
The “Voices” issue joins Vogue Singapore’s diverse collection of covers with a unique reimagining of the possibilities that print publishing can offer. Previous issues include the inaugural QR code cover in September 2021, and a trio of AI-generated covers under the theme, “Roots”, in March 2023.
“Voices” also features the work of Vogue Singapore’s first guest art director, Yah-Leng Yu, who reinvigorated the brand’s design DNA. This milestone amplifies the importance of driving change and spotlighting Singaporean voices from various creative industries.
(Source: Vogue and Marketing Interactive)
