Though rumours have been circulating since 2009 that Toronto would be getting its own Monocle store, we finally have concrete evidence that the self-proclaimed “premium media brand,” is coming to a street corner near you. According to a recent tweet, Monocle will be launching its very first Toronto location, and we've learned it will open on October 18. The new office and retail store, as well as a recording studio facility for Monocle's online radio, is set to open at College and Shaw.
Launched in February 2007 by Canadian Tyler Brûlé, Monocle strives to rid the world of the traditional media model by uniting people with the same premium information rather then segmenting them with different, remixed information. Layman’s terms: Monocle wants to bring the world together.
Putting out just ten issues per year, Monocle focuses on a variety of topics and avariety of mediums. And with an arm in retail, you can not only read Monocle, you can wear it, walk on it, drink out of it, send it to your friends and even smell like it.
With sister site Winkreative also on board, Monocle is one step closer to expanding its coverage, gaining more audience and achieving its mission, “to keep an eye on the world.”
Sounds kinda creepy. That is, “premium” creepy.