Huw Gwyther, the founder and publisher of Wonderland and Man About Town, is to launch a fashion and culture magazine called Rollacoaster.
Published by Visual Talent, it will be distributed free in central London and selected retail sites from September. Both Westfield shopping centre and Selfridges are to distribute the magazine.
Rollacoaster, with a circulation of 250,000, is aimed at at style-conscious men and women.
The launch issue will coincide with London Fashion Week with a second issue planned for February 2011.
The eventual aim is to publish the title monthly.