Branson’s iPad Magazine “Project” a Game Changer

If the witches and wizards in Harry Potter had a magazine, it would probably look a lot like Sir Richard Branson’s new Project. The iPad-only magazine brings a science fiction level of interactivity to a once inanimate medium. Opening the inaugural issue on your iPad, a well-designed, seemingly traditional magazine cover comes to life (see video below).

From there on, every page turn (or swipe) reveals a surprising new interactivity. An article on upcoming cable TV series allows you to watch previews of each show. While reading about an innovative French record label, you can simply tap a band’s photo to listen to a sample music track. Looking for things to do in Tokyo? Project not only gives you insiders’ tips on some of the best locations, it takes you on a 3D walking tour of the city to get there. Even Project’s only advertisement, for Lexus, has slick functionality.

A concept like this can’t survive on flashy programming alone. This issue provides satisfying content, access to updated and current information, and a promise of a second issue before Christmas. Project is available for download from iTunes app store for free. You then can purchase the issue for $2.99, which will be billed to your iTunes account.

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