Mix Of Papers For Marks And Spencer Publications

Two new publications launched in tandem with Marks and Spencer's new Lifestore retail venture both use paper from M-real, one of Europe's leading suppliers of fine papers for publishing and graphics.

Two new publications launched in tandem with Marks and Spencer's new Lifestore retail venture both use paper from M-real, one of Europe's leading suppliers of fine papers for publishing and graphics.

The Design Directory, the mail order catalogue for the Marks and Spencer homeware collection, uses a combination of Galerie Fine Gloss for the in situ section, with a matt uncoated paper - Tauro - for the index section.

Design Details is using Allegro Gloss for the cover and Galerie Fine Gloss for inside pages.

Design Details is printed on Allegro Gloss coated wood free, 250gsm, for the cover and Galerie Fine Gloss double-coated publishing paper, 90gsm, for the inner pages.

The Design Directory is printed on Nimrod 270gsm for the cover, Galerie Fine Gloss 100gsm for inner pages and Tauro wood free natural paper in 110gsm for the index section.

All papers were specified by Winkreative, the consultancy responsible for design of printed material for M and S Lifestore, whose selection process included visits to M-real's Husum Mill in Sweden where Galerie Fine is made and M-real Biberist in Switzerland where Allegro is produced.

Winkreative also used M-real's new sample service in Finland to make up dummies of the Design Directory in order to show Marks and Spencer its tactile qualities and how the two different stocks performed together, as well as to check final weights for postage.

The Design Directory is published twice a year and available in-store or by ordering by telephone or online.

It is presented in magazine format, is published twice a year in addition to the larger format Design Directory.

Jackie Deacon, production director at Winkreative, explained the choice of papers for the Design Directory: "The thinking behind the different stocks was that gloss paper was used for inspirational shots of products in their suggested environments; the matt uncoated paper featured products shown as cut-outs against a uniform background in the index section.

The two stocks complemented each other in their high quality and premium print results, yet gave a distinct change within the book to help the customer in the buying process." Winkreative, the marketing and design consultancy founded by 'style commentator' Tyler Brule, is part of the team selected by Marks and Spencer's Home executive director Vittorio Radice to establish Lifestore.

Back to top