The project began as R&D with Bonnier's research division and asked a simple question: what should a magazine feel like on a device that didn't yet exist when development began? The iPad was still months from release. The form factor was known in broad terms; the gestural vocabulary was unknown.
The answer BERG arrived at was a reading model built around vertical scrolling within articles and horizontal navigation between them — a clear spatial metaphor that matched the object in your hands. The design stripped away most of the chrome: no persistent navigation, no distracting furniture. Just the article.
Mag+ produced both a reading experience and a publishing platform. The platform became a product in its own right, licensed to publishers internationally.
