Global media brand Monocle has opened its first dedicated travel-retail store at Hong Kong International Airport.

The shop is the first in a new rollout of airport-based outposts for the brand, with an emphasis on books, periodicals, travel essentials and Monocle’s full range of products and collaborations.

The store was developed in association with Paris-based Lagardere Travel Retail, and is located at one of the airport’s popular retail destinations selling globally sourced essentials, accessories and apparel.

“The launch of this new concept at Hong Kong International Airport comes at the perfect time for our sector,” said Monocle’s editor-in-chief and chairman Tyler Brule. “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.”

The 190sqm stand-alone store retails the brand’s range of Monocle travel guides as well as special-edition products available only at Hong Kong International Airport.

“Hong Kong is already one of our most important markets both for readers and brand partnerships,” added Brule. “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.”

Monocle currently operates stores and cafe concepts in London, Zurich, Merano, Los Angeles, Toronto, Tokyo and Hong Kong, with a Milan location soon to follow.