Readers of Tyler Brûlé’s column in the weekend edition of the Financial Times, which for the uninitiated documents the travails of a life spent jet-setting around the globe, will know that a frequent target is the poor state of newspaper and magazine retailing in the UK.
One target has long been WH Smith. Specifically, its poorly lit and understaffed shops, the ill-targeted special offers, the self-scan check-outs and, in the case of its Heathrow branches, its parochial selection of newspapers and magazines.
Tyler Brûlé is not someone who isn’t afraid to put his money where his mouth is, nor to challenge convention.
Having long argued that print media is not dead, in 2007 Tyler Brûlé founded the magazine Monocle. As well as being a commercial and editorial success it eschews social media, does not carry out any research, charges more than the magazine cover price for a subscription and double the cover price for back issues.
Monocle has since extended its reach to shops, a cafe at 18 Chiltern Street London, and a 24 hour radio station, Monocle 24.
Tyler Brûlé is also the founder of the design agency Winkreative which designed the original brand identity of Swiss International Airlines, Porter Airlines, the cabin interior of British Airways Club World on Boeing 747-400 and 777-200 aircraft and the recently launched Union Pearson Express in Toronto.
The latest venture from Winkreative’s parent company, is the Kioskafé which opened in the past week at 31 Norfolk Place, opposite the Frontline Club and a short walk from London Paddington railway and Underground stations.