Media brand Monocle has pledged to rethink airport retail as it opens its inaugural travel retail store at Hong Kong International Airport (HKIA).
The outlet, unveiled last week (23 August), covers an area of 190sq m and has been developed in association with Lagardère Travel Retail.
It stocks books, periodicals, travel essentials and Monocle’s products and special collaborations.
“The launch of this new concept at Hong Kong International Airport comes at the perfect time for our sector,” stated Tyler Brûlé, Editor-in-Chief and Chairman of Monocle.
PRINT, APPAREL AND ACCESSORIES
“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.”
Handling more than 74m passengers annually and operating upwards of 800 daily flights, HKIA is billed as a ‘key location’ for Monocle’s expanding retail business.
“Hong Kong is already one of our most important markets both for readers and brand partnerships,” added Brûlé.
“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.”
Inside, customers can browse Monocle Travel Guides and special edition products alongside ‘tastefully curated’ books, stationery, Monocle-branded luggage, drinks and snacks.
Wood and brass furniture and clear visual merchandising support the traveller journey.
Monocle already runs shops and café concepts in London, Zürich, Merano, Los Angeles, Toronto, Tokyo, Hong Kong and soon Milan.
The firm adds it is exploring opportunities at additional travel hubs around the world.
Asia & Pacific,
Asia & Pacific,