EventCity, EverythingWatch
Who Designed Monocle LA?
08 Apr 2009 @ 12:54 PM
We have to admit we’ve got a soft-spot for Tyler Brûlé’s exquisite advertorial-cum-lifestyle rag, Monocle—a publication so baldly materialistic that it attains a kind of cracked spirituality, endlessly tongue-kissing global capitalism with equal parts Deleuzian mania and Clive Owen cool. So when we heard that the magazine was opening a store, its second (after a branch in London), in Los Angeles’ Brentwood County Mart, we were jazzed! And then it opened, on Monday, and we live in New York and were consequently unable to be there. We got some of the skinny, however, from the LA Times:
Monocle the store covers just 115 square feet. The interior’s modular Vitsoe shelves are meant to echo the magazine’s modular black-and-white design, while the merchandise—designer collaborations from around the world—communicates the magazine’s international editorial mission.
That’s great! Better still is Tyler’s theory of the Future of Print: luxury, luxury, luxury. “Print should fight back by adding richness,” sez he, and the new shop is obvs. part of that process of brand enrichment. But inquiring minds want to know: Who was actually responsible for designing the store?
It would be a pity if Brûlé chose to do the store designs in-house, simply conforming to the present look of the magazine. If print publications are going to have to go into retail, it stands to reason that the retail spaces they create will have to be flexible enough to change with the times in tandem with the evolving aesthetic of the publications to which they’re attached. Cross-promotional opportunities! Intermittent designer showcases! If not in LA, Tyler, why not try it out in New York? Pleeeease?
Monocle Shop Opens in Brentwood [LA Times]
—Ian