How To Spend It
The January 2021 issue confirms the renewal of the partnership between Il Sole 24 Ore and Financial Times with the aim of continuing to oversee the luxury market and strengthening the editorial plan presented in September 2020 together with an integrated cross-media platform with which that the magazine extends to digital with new video and audio formats.
In fact, the exclusive digital productions of How to Spend It will intensify for 2021: they will also offer the opportunity to develop unique and innovative collaborative projects such as the video series just launched “Journey into the world of synesthesia”, an exploration around 5 senses theme with special guests created in collaboration with Lavazza for the 1895 Coffee Designers brand.
The new issue of How to Spend it, on newsstands from 15 January 2021 with Il Sole 24 Ore, is traditionally reserved for the luxury of products and experiences of the men’s market. An issue dedicated to style, elegance, fitness and the great passions of man: technology and cars. It starts with the sound of the engine as an object of desire, where high fidelity and high technology are part of the same performance.
From the roar of an F1 engine to the piano that brings together acoustic and digital. The car as an ornament: the latest trend in interior design is living, every day, with your own car, transforming the garage into a domestic area, to be experienced. Spaces designed ad hoc by specialized architects, integrated into spas, exhibition spaces, cigar rooms and billiard rooms within the living room or in the relaxation room with whirlpool tub, or in the private workshop up to the sky garage.
From the car to the bicycle: models to be taken also on the train or subway. Cargo for the whole family. With automatic gear change, for sprint starts. E-bikes satisfy every kind of need. With an aesthetic that goes beyond stereotypes and super-resistant 3D materials, they are destined to become the most popular means of transport in the city. From cycling to running: a struggle with sand, heat, wind, to test one’s resilience.
The 2021 edition of the 100 km of the Sahara returns in a double version: one open to walkers and Nordic walkers, the other only for runners. And then men’s fashion, sports, active wellness, collecting and rarity. Special guests: Jeffery Deaver, king of thriller, and Matthew McConaughey, an unexpected lecturer in writing and wellness who at the age of 51 allowed himself the luxury of an autobiography.
Writing about oneself is an exercise in well-being and an inner gymnastics, to train clarity and self-esteem. As always, there is no lack of services on objects of desire, which improve the personal and social image and quality of life. The news and releases in the high range and the visual allure of the work of art.
The January issue is supported by a communication campaign planned in the newspaper and other media of the 24 ORE Group. In addition, digital, DEM and social activities.