The other day, we discovered How To Spend It.  The name itself is quite unassuming (if you don’t already know what it is).  No, it’s not one of those annoying sites that tries to lure you into the hope of winning a lot of money, in exchange for your personal information.  And no, it’s not one of those boring sites that helps you manage your money.  You’re getting warmer, though.  Sort of.  How To Spend It is owned by Financial Times.  So given that extra bit of information, you might expect a site with a reserved, newsy focus and design.

How easily we forget that we should not judge a book by its cover, nor a website by its name. We’ve got to remember that we’re living in the year 2011, where branded content is hot, hot, hot!

We might even go out on a limb and compare How To Spend it to Nowness. It’s really that good. The design, the content, the special effects. We found ourselves falling deeper and deeper into this “website of worldly pleasures,” which is the digital version of the 15-year-old award-winning luxury lifestyle magazine by Financial Times.

Go ahead, get lost in the site’s luxe themes, sophisticated columns and rich photography. We certainly did…