Wonderland Magazine was launched in September 2005 after 29 year old entrepreneur Huw Gwyther managed to secure £175, 000 investment from telecoms millionaire and panelist Peter Jones on the Dragons Den TV show.

Quoting from the press release that followed the launch, Peter Jones says, ‘Huw was very impressive when presenting on Dragon’s Den and I was immediately struck by his knowledge of the international magazine and publishing markets, not to mention his passion for wanting to make a concept like Wonderland actually happen. For me, Wonderland is more than just a high quality magazine, it is a brand that can be nurtured and expanded in a number of exciting different ways. Huw has the vision and determination to make this happen and I’m delighted to be a part of it.’

The magazine is published on a bi-monthly basis and is a luxury publication aimed uniquely at both affluent men and women of sophisticated tastes, aged between 20 and 40 years. It promises to showcase the very best of the world’s best consumer goods and services as well as a stimulating round-up of contemporary visual culture. Moving away from the stereotypical ‘male’ or ‘female’ targeted publications of the past, Wonderland will focus instead on providing sophisticated, intelligent information and entertainment for everyone.

Huw Gwyther explains, ‘We aim to create an important, modern brand that will quickly become synonymous with good taste, style and originality, overflowing with the kind of information one might expect from a discerning friend.’ Wonderland will entertain, challenge and inform, assisting the reader rather than dictating to them, so that they may decide for themselves how to spend those two most valuable commodities: their time and their money.’

Wonderland catches the eye on the over-crowded news stands on account of an uncluttered cover design with a splash of spot uv gloss. The content is varied and style-conscious supported by global super brand advertising from the likes of Louis Vuitton, Dior, Yves Saint Laurent and Gucci. Throughout the magazine, the photography is stunning and many of the pages of the latest issue (5) could happily be cut out and framed.

The product clearly draws inspiration from titles such as The Face, ID and Wallpaper, but avoids the trappings of the now standard format of GQ, Arena & Esquire etc. Perhaps this is because the magazine adopts a format not governed by the sexuality of the audience. If you like cool then it doesn't matter if you are male or female, is the Wonderland mantra.

Impress loves the vision and ethos behind the magazine and congratulates the team for putting something unique and creatively compelling on the racks of WH Smith et al.