Monocle To Open L.A. Shop, But Still Doesn’t Understand L.A.
March 11, 2009 // Architecture + Design + Magazine


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Earlier today I saw a tweet from Tom over at The Scout, confirming that Monocle was indeed opening a shop in Los Angeles, something they hinted at in their most recent issue. As critical as I can be about Monocle, I feel like I hold them to higher standard because they do so many things so very right.

Excited, I was curious to find out where the shop would be, but to my dismay, they chose… Brentwood. For those who aren’t familiar with Los Angeles, Brentwood is a “fancy” neighborhood, but it’s also completely out of the way from anything cool. I feel like I know Los Angeles pretty damn well, and well, I couldn’t tell you a damn store in Brentwood.

There are so many places in Los Angeles for a Monocle store to go. There’s the REALLY rich folk in Beverly Hills, the constantly gentrifying Downtown, the hipsters in Silverlake… but they chose the most out of way place in this entire mess of a city. Yet again Monocle, you seem to not understand a damn thing about Los Angeles, and this further proves that point.

Tyler Brulé is quoted as saying the location offers, “a great space in a high traffic area which possesses a similar demographic and ‘community feel’ to our Marylebone store in London.” If the demographic he’s speaking of is Ed Hardy wearing moms driving around in FJ Cruisers, then I suppose he’s right on the mark. But in my opinion, a Monocle store would fare better in an area that is more urban, cares about what’s going on around the world and appreciates well designed things.

I’ll still visit the shop… but it’ll have to be a very special trip.

Bobby

  1. [...] to this Moncole opening was an interesting commentary on behalf of Angeleno Bobby Solomon over at Kitsune Noir. Share [...]

    Pingback by Monocle Los Angeles Store Opening | Hypebeast — March 11, 2009 #

  2. Bobby,
    Totally agreed. I visited Brentwood once out of 4 years of living in LA. The one in Tokyo (http://www.flickr.com/photos/poketo/2045975623/) is centrally located on Omotesando Hills. Seriously, why Brentwood?

    Comment by Angie — March 11, 2009 #

  3. [...] One of the most innovative media points out there, Monocle looks to further their reach with the opening of a new spot in Los Angeles. For the Moncole brand itself, the magazine and website has had the ability to work with some prolific brands including COMME des GARCONS and Porter among others to cover a number of domains. Related to this Moncole opening was an interesting commentary on behalf of Angeleno Bobby Solomon over at Kitsune Noir. [...]

    Pingback by Monocle Los Angeles Store Opening | Sugar Mob — March 11, 2009 #

  4. [...] One of the most innovative media points out there, Monocle looks to further their reach with the opening of a new spot in Los Angeles. For the Moncole brand itself, the magazine and website has had the ability to work with some prolific brands including COMME des GARCONS and Porter among others to cover a number of domains. Related to this Moncole opening was an interesting commentary on behalf of Angeleno Bobby Solomon over at Kitsune Noir. [...]

    Pingback by Monocle Los Angeles Store Opening : Prada,Gucci and Fendi Blog — March 11, 2009 #

  5. woah
    nice google

    Comment by S.A — March 13, 2009 #

  6. [...] via Kitsune Noir [...]

    Pingback by Monocle Los Angeles Store Opening — March 14, 2009 #

  7. [...] to this Moncole opening was an interesting commentary on behalf of Angeleno Bobby Solomon over at Kitsune Noir. No Comments so far Leave a comment RSS feed for comments on this post. TrackBack URI [...]

    Pingback by Monocle Los Angeles Store Opening « Oligopoly’s Blog — March 15, 2009 #

  8. Oh My god…You could not be more right..

    Comment by Dario — March 17, 2009 #

  9. nice pics. thanks for the post.
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    Comment by brandiboat — September 18, 2009 #