Global media brand Monocle has opened its first dedicated travel retail store at Hong Kong International Airport.
Launched in partnership with Paris-based Lagardère Travel Retail, the shop will be the first in a new series of airport-based outposts for the brand, with an emphasis put on the sale of books, periodicals, and travel essentials, as well as Monocle’s full range of branded products and special collaborations.
“Hong Kong is already one of our most important markets both for readers and brand partnerships,” said Tyler Brûlé, editor-in-chief and chairman of Monocle.
“In order to tailor this for the local audience, visitors and passengers connecting, we’ve developed a store that is calm, elegantly designed and stocked with good reads for the long haul, gifts for friends and clients at the other end and of course lots of accessories and fashion items for our core audience.”
Hong Kong International Airport is a key location for the latest venture in Monocle’s growing retail business. Monocle stated that its mission is to rethink airport retail.
“The launch of this new concept at Hong Kong International Airport comes at the perfect time for our sector. Airport news and shop formats have not been keeping pace with the retail industry in general and this debut seeks to raise the game for both the print industry and customers,” said Brûlé.
Monocle operates stores and café concepts globally across London, Zürich, Merano, Los Angeles, Toronto, Tokyo and Hong Kong and soon Milan. Monocle is planning to expand to additional travel hubs globally.