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Architectural Digest lets readers create their dream kitchen via mobile

NEW YORK ? Conde Nast?s Architectural Digest is letting readers design their dream kitchen via an interactive iPad, iPhone and iPod touch application that the publication debuted at the 10th Annual Architectural Digest Home Design Show.

The AD Amazing Kitchens application features inspiration, tools and insider resources, users need create the kitchen they want. The application is available for free download in Apple?s App Store.

?We have great content and wonderful archives,? said Giulio Capua, vice president and publisher of Architectural Digest, New York. ?When you think about what you want on the mobile device, the iPad in particular would let someone pull images making their shopping process much easier than pulling tear sheets from magazines.

?Mobile and iPad devices are really a great tool,? he said.

Architectural Digest offers access to people, places, and things across the design continuum.

Architecturally mobile
The application includes kitchen galleries where readers can browse nearly 50 images directly from the pages of the magazine.

Readers can view thumbnails of the photos, sort by category, add to Favorites and share via Facebook, Twitter and email.

Additionally, users can browse products for inspiration. Readers can view product details, locate dealers, save products to a Lookbook and email images directly to their designer or architect.

?This is something that is new for us, but also something that is new to the marketplace,? said Jennifer Catto, integrated development director at Architectural Digest, New York. ?When we did our homework, there?s nothing [out there] that both marries inspiration and actionablity.

?Nothing married the two and our goal was to do that and use the tools that readers needed to create their dream kitchen,? she said. ?Starting with kitchens, there is a tab that features about 50 editorial products that have been featured in the magazine in the past ? we reused them because they have so much life.

?When you click in to them, it lets the user engage the way they couldn?t before ? they?re getting up close and personal. They can curate the piece like a tear sheet, but in a more sophisticated way.?

User sophistication
The application features an expert tips tab that includes ideas and information from Architectural Digest?s editorial team.

Tips include advice on everything from space planning and organization to materials and trends.

In addition, the application features an editor sourcebook that has a list of resources from the publication?s editors with hyperlinks for instant access to kitchen suppliers.

The application also has a lookbook that readers can customize by collecting kitchen and product gallery images. Users can upload floor plans and tear sheets, create their favorite pieces and share them via social media and email.

Luxury appliance?s Jenn-Air is the exclusive sponsor of the application and is featuring several of its products in the app.

?The app had to be very easy to navigate ? it had to have super easy functionality,? Ms. Catto said. ?We?ve very organically married the Jenn-Air content to our content.

?What we?re looking at on the horizon, updating content quarterly, enhancing our tips section with video content and Q&As, there?s really a world of possibilities there,? she said. ?Growing the community in the social media sphere is important as well.?

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York