Eye Opening: The Monocle Shop

What do the following cities have in common: London, New York, Tokyo, Hong Kong, Osaka and now Beijing? They were all handpicked to serve as exclusive retail destinations for Monocle.

The highbrow crowd is already au fait with this posh travel and design magazine. Its editor-in-chief, Canadian-born Tyler Brûlé, has long been proselytizing about business and cultural affairs. To further expand the reach of his editorial mission, he opened a tiny 9sqm pop-up shop in London in November 2008. The rest is history. Customers flocked to it in droves, and publications everywhere raved on about its fresh retail concept. The Monocle Shop was made permanent, and eventually spread to other major cities around the world.

Beijing marks Monocle’s second foray into China (the first being Hong Kong last July), a move that indicates huge confidence in the aesthetic taste and purchasing power of this city’s inhabitants.

Some are baffled by the choice of location – inside the Royal Smushi House, as opposed to a standalone store – but at 15sqm, its proportioned space is considered generous by regular Monocle Shop standards.

Every inch is put to good use; never does it feel cluttered. Most of the stock consists of brand collaborations, from Comme des Garçons candles (price TBD) to nautical-style canvas bags by British designer Bill Amberg (RMB 1,100). As per tradition, several new limited-edition products have also been launched to coincide with its latest store opening, including Brooklyn leather wristbands (RMB 800), Hackett polo shirts (RMB 1,100) and more – though many have been sold out already. Back issues of Monocle magazine should also be available by the time this goes to print.

All signs point toward a promising start. “Each of the six Monocle shops around the globe has their own distinct personality,” Brûlé says. “We are excited to learn more about the Beijing shopper and see what that personality will grow into.” So are we.

Must buy: Ettinger x Monocle leather card case (RMB 700)
Also try: FEI Space, BNC

The Monocle Shop
Daily 9am-11pm. 8 Dongzhimenwai Dajie (Inside Royal Smushi House), Chaoyang District (6416 9664) www.monocle.com
朝阳区东直门外 大街8号

Photos: The Monocle Shop