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Zara partners with Wallpaper* to launch travel guides curated during lockdown

Chloe Burney
05 April 2023

Raising brand awareness through coffee table flick-throughs, Zara has joined forces with Wallpaper* to launch a series of travel guides for five off-the-beaten-track adventures.

The ‘Where To Now’ travel guides propose five adventures including in Bruton in the UK, Ojai in the US, Galicia in Spain, Naoshima in Japan, and Namibia.

Not only can shoppers purchase individual guides, but collectors can also get their hands on a 300-page coffee table book that encapsulates all five off-the-beat-and-track destinations.

The project first originated during the COVID-19 pandemic - a time when many people across the globe were confined to the four walls of their homes. Zara and Wallpaper* were thinking ahead to a time when travel bans would lift, asking...‘Where to now?’.


Inspired to produce a book series for future endeavours, Zara and Wallpaper* selected five lesser-known destinations, from five different continents.

The full Where To Now range is available to buy online via Zara now. The coffee table book retails at £79.99, Where To Now: box set of five adventures at £89.99, and individual guides at £17.99.

Photography was shot by Salva López, Luis Díaz Díaz, Pia Riverola, Den Niwa, Kent Andreasen and Sophie Green. Meanwhile, essays were authored by Wallpaper* Editors Simon Mills and Pei-Ru Keh, with contributions from Celeste Chipperfield, Jens H Jensen, and Mazzi Odu.

The Where To Now books are pitched to someone who is more concerned with uncovering hidden gems on their travels, rather than scouting out selfie spots. The colourful pages encourage travellers to pack light, shop and eat local.

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