Global media brand Monocle has announced the opening of its first ever dedicated travel retail store at Hong Kong International Airport on Friday 23 August. The shop will be the first in a new rollout of airport based outposts for the brand with an emphasis on books, the best periodicals, travel essentials and Monocle’s full range of products and special collaborations.
Developed in association with Paris based Lagardère Travel Retail, the store is located at one of the airport’s popular retail destinations selling globally sourced essentials, accessories and apparel directly to discerning travellers.
Monocle’s mission is to rethink airport retail. Tyler Brûlé, editor-in-chief and chairman of Monocle, comments: “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.”
Welcoming over 74 million visitors annually and operating upwards of 800 flights daily, Hong Kong International Airport is a key location for the latest venture in Monocle’s burgeoning retail business. The stand-alone store occupies a significant retail footprint of 190sqm, underlining a commitment to the printed word and also a premium offer to global travellers. Amongst the shop’s assortment will be the brand’s range of Monocle Travel Guides, a must have for any urban explorer with over 37 cities and counting – each sharing a unique Monocle take on the world – as well as special edition products, only available at Hong Kong International Airport.
Brûlé continues: “Hong Kong is already one of our most important markets both for readers and brand partnerships. 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.”
Reflecting Monocle’squality conscious and cutting edge design ideology, the store will also supply essential buys for the informed traveller, from tastefully curated books and stationery to exclusive travel musts, including the Porter x Monocle iconic luggage and bag range. The retail experience will be complemented by a selection of drinks and international snacks.
For Monocle and its legion of readers, details matter and memorable shopping experiences have been instrumental to its success to date. In keeping with Monocle’s existing retail universe, the Hong Kong International Airport store is characterised by its stylistic edit of quality furniture in wood and brass, impeccable visual merchandising, warm welcome and sense of discovery.
Already operating stores and café concepts globally (London, Zürich, Merano, Los Angeles, Toronto, Tokyo and Hong Kong and soon Milan) Monocle’s airport expansion comes in partnership with Lagardère Travel Retail, a pioneering global leader in the travel retail industry. Monocle is also exploring opportunities at additional travel hubs globally.