On Wednesday, May 11th, The Grid
was launched. It was a classic launch party at Queen and Bathurst, in the old Burroughes Building, complete with a line-up to get in, by invitation only. The 6th floor warehouse style space was packed to bursting with trend-setters, eagerly consuming mixed drinks from a seemingly endless set of serving stations, all offering something unique to get the buzz going fast. Not to worry the MADD crowd, Zip Car was on hand as a valued sponsor, offering free rides home.
It was so refreshing to see the energy of the crowd, eager to particpate in the launch of The Grid
, whose bold new graphic design puts NOW
to shame, and appears to be aimed in equal measure at Toronto Life
, or shall I say advertisers eager to reach the restaurant-going, high end beverage consuming, nightlife-loving, upwardly mobile urban sophisticates.
“We feel like there’s a need for a city magazine that’s accessible and focused on the needs of people in their 20s and 30s,” says Laas Turnbull, the publisher and editor-in-chief. “Our goal is twofold: completely separate ourselves from NOW
in terms of positioning; and fill a gap that’s existed in this marketplace, well… pretty much forever.”