Rather than the standard portfolio of homes for sale, there are only eight pages of adverts in the 64+4pp magazine, with the majority given over to editorial content that highlights some of the more quirky locales.

"It's unlike anything else as far as property magazines go," said Katherine Punch, commercial manager at publisher August Media. "They want to position themselves as the expert real estate company of London – that they know London like nobody else."

Printed by PrintWeek's Catalogue Printer of the Year award winner Artisan Press, the 260x210mm tri-annual Completely London has a print run of 50,000 – most of which are mailed out to prospective customers, as well as distributed to KFH offices and local cafes.

Repro was handled by Zebra, which created a bespoke ICC profile for the uncoated paper stock to offer more accurate digital proofs of the magazine. The company said it undertook this as it had noticed a trend in magazine publishing towards uncoated papers as they had a more tactile appeal and were thought to be more environmentally friendly.

The first issue is out now, with the next scheduled for February 2010.