In 2010, Edge won the much sought-after contract to publish CRYSTAL, an opulent, large-format magazine distributed to Crown’s VIP clients worldwide. Assembling a top-flight editorial and creative team, sales professionals, translators and big-name contributors, Edge ensures the wow factor and attention to detail its elite audience demands. Showcasing luxury global brands and lifestyles, the newly-polished CRYSTAL is dazzling A-list advertisers, readers and clients alike.
After a competitive pitch, Edge won the contract to publish CRYSTAL – a glossy, 112-page publication distributed to clients including guests at Crown’s four properties: Crown in Melbourne, Burswood in Perth, Aspinalls in London and City of Dreams in Macau.
CRYSTAL celebrates the opulent world of luxury lifestyles as enjoyed by its successful and wealthy readers. The challenge is to create content that will engage and connect with a sophisticated audience that enjoys the finer things in life. Edge commissioned award-winning Australian journalists for its first issue of CRYSTAL, such as Hollywood correspondent Jenny Cooney, who interviewed acclaimed actor Johnny Depp for the celebrity profile feature, and top food critic Rob Broadfield.
Calling upon photographers, make-up artists, stylists, models and digital enhancers at the top of their fields, one of the most exciting projects each issue is producing the fashion and accessory shoots, which bring together and showcase some of the world’s best-known and most glamorous luxury brands, such as Cartier, Louis Vuitton and Alexander McQueen. Our in-house advertising sales team procures similarly high-end brands to advertise within the magazine.
The production of CRYSTAL, which is designed and printed with Cantonese translation of all copy, demands meticulous attention to quality and detail. Edge’s first issue of CRYSTAL has seen the magazine emerge better than ever, with a new and refreshed design, using lots of clean white space and professional original photography, and printed on Satin Art paper with foil stamping on the cover. We know good looks aren’t everything, but we like to make a strong first impression.
Behind the sparkle
112 – the pages in each issue
270 x 330mm – the luxury size of the publication
2 – the number of exclusive, high-end fashion and accessory photoshoots in each issue
Image: The Mahogany Room, Crown Entertainment Complex Melbourne,
Photography by George Apostolidis