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Retail Marketing

Monocle opens store in Hong Kong airport, to raise the game for the print industry

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By Shawn Lim, Reporter, Asia Pacific

August 28, 2019 | 3 min read

To kick off its new strategy to build more airport-based stores and rethink airport retail, Monocle has opened a retail store at Hong Kong International Airport.

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Monocle hopes the store, which was designed by Lagardere Travel Retail, will create memorable shopping experiences.

The publisher said the store will focus on books, periodicals, travel essentials and special collaborations.

Monocle hopes the store, which was designed by Lagardere Travel Retail, will create memorable shopping experiences for its customers. It said the store does this by carrying stylish furniture in wood and brass, eye-catching visual merchandising to create a warm welcome and a sense of discovery.

It will carry the publisher's range of Monocle Travel Guides and special edition products, only available at Hong Kong International Airport.

“The launch of this new concept at Hong Kong International Airport comes at the perfect time for our sector,” said Tyler Brule, the editor-in-chief and chairman of Monocle.

“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.

“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.”

The Drum previously looked at how Monocle functions differently from its competitors, like avoiding social media.

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