Monocle’s new European HQ in Zürich combines a shop, a Monocle Café, and a menswear outlet with an editorial office and a radio studio in an all-day destination from the global media brand.
Posted on: 18 May 2018 06:55
Tyler Brûlé: "The launch of our new Zürich space marks a shift in Monocle's business and editorial development."
Keeping alive the concept of the kiosk, say the publishers, visitors can walk into Monocle's new home on Dufourstrasse in the morning to buy their newspaper, have a cup of coffee, and chat surrounded by like-minded people. The coffee beans are locally roasted by David and Daniel Sanchez at Miro Coffee; the croissants and pastries come freshly baked from Zürich microbakery Seri Backwerk.
Through the day, says Monocle, sandwiches, salads and cakes are on offer, before perfectly served apéros lead into the evening. The premium selection of drinks includes Japanese Hibiki Whiskey, Elephant Gin from London, Zürich’s own ViviKola, and wines from Süd Tirol and Swiss winemakers.
The shelves are stocked with a hand-picked selection of national and international magazines and newspapers, as well as the full Monocle collection, including travel guides, books, fragrances, bags, accessories and clothes. Special releases include a Monocle x Zürich tote bag, a new special range devised with the Japanese stationery specialist Delfonics, and custom-branded T-shirts.
Tyler Brûlé, Editor-in-Chief and Chairman, said: "The launch of our new Zürich space marks a shift in Monocle's business and editorial development. From our space on Dufourstrasse we will expand our print and audio reach and also bring together our retail and café operations under one roof.
Zürich presents a variety of opportunities to be closer to not only our biggest advertising market but also fill a retail and service gap in one of the city's loveliest neighbourhoods."
Also part of Monocle's offering in Zürich is the first continental branch of Trunk Clothiers, a menswear and accessories store located in Marylebone, London.
The current Swiss editorial and advertising staff will move from Nordstrasse, and grow to a team of 12, and the new Monocle office will serve as an expanded base for the brand’s sister agency Winkreative.
The radio studio brings Monocle’s 24/7 radio station, M24, to Zürich, and serves as a studio for correspondents and media interviews with the Monocle team.
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