The client: Winq, the luxury lifestyle magazine for gay men, is wholly owned by Stream Publishing following the acquisition of the English-language rights to a Dutch title of the same name, in 2013. It launched as a UK news-stand publication in February 2014.

The brief: The Amsterdam-based Winq magazine was a new kind of consumer magazine for gay men. It targeted an older and more affluent reader focused on the quality of life, and the format and thinking appeared suited for an English-speaking audience...

The magazine: Winq was re-mastered and re-imagined for a wider, international audience – growing into a premium luxury print title on three different paper stocks. A market-leading digital edition for download was developed alongside a website at



The result: Now sold in 32 countries, and the world’s biggest gay magazine (212 pages), Winq’s circulation is just under 23,000 copies. An annual Spring Ball (Apr) and a Men of the Year lunch (Dec) have raised £200,000 for the Elton John AIDS Foundation.

"Winq is our passion project – the original Dutch title had spent a decade carving a niche serving an older gay audience, and we thought the idea transferable. To its international flavour we added people, travel, style, business, home, culture and health content – to create a beautiful, sophisticated and intelligent magazine."

Publishing Editor: Darren Styles