Monocle, a new global European based media brand.
The dress code on the invitation suggested ‘elegant’ and partygoers heeded the call as they came to Claridge’s for the launch of Monocle, Tyler Brûlé’s groundbreaking new current affairs magazine. Guests arrived from all corners of the globe –Sweden, Canada, Japan, the US, Switzerland and Italy – to help Tyler and his team celebrate. As the champagne flowed, guests jostled for canapés while flipping through the 250-page tome (reaction was positive all round). Swedish jazz band Koop, flown in for the event, entertained the discerning crowd with their cool deconstructed jazz.
With dedicated bureaux in New York, Tokyo and London, Monocle aims for a truly global perspective on news, business, culture, design and fashion. The cover features an exclusive-access story on the Japanese navy while other pieces include a look at Chinese influence in Africa and a Q&A with the finance minister of Chile. There are also profiles of some quirky businesses (from a moccasin factory in Wisconsin to a German wine company called Happy Cat) as well as a story on a brave and dedicated radio DJ in Afghanistan. It looks as though Monocle should be just as successful and enjoyable as the launch party.