Situated in a small alley in the 2nd arrondissement of Paris, the newly opened Monocle café is located on Rue Bachaumont, close to the lively Rue Montorgueil.

The café features outdoor seating, allowing patrons to enjoy the sunshine, while the interior showcases a concept reminiscent of New York’s gathering spots.

Small tables are arranged thoughtfully within a compact space, accommodating early risers with laptops and curious visitors alike.

Behind the counter, adorned with a variety of pastries, the espresso machine operates continuously.

Nearby, an area includes a selection of global newspapers accessible to guests alongside a range of clothing, caps, and branded merchandise.

The café acts as a flagship for Monocle, presenting a chic interpretation of a classic concept reminiscent of the Hard Rock Café from the 1990s.

Tyler Brûlé, the Canadian founder of the magazine, shared his excitement about the new café during a recent meeting in a small adjoining lounge.

Having celebrated eighteen years of existence, Monocle has now inaugurated its eleventh location worldwide.

The endeavor extends the "Monocle spirit," a high-end lifestyle magazine founded in 2007, that currently operates three similar cafés (in London, Zurich, and Paris) and eight boutiques (in Tokyo, Toronto, Hong Kong, and Frankfurt).

Monocle caters to an audience interested in design, art, culture, business, and politics, producing a publication that circulates 80,000 copies in print, and featuring luxury brands such as Rolex, Prada, Gucci, and Louis Vuitton among its advertisers, sequentially contributing to its premium pricing strategy, with offerings starting from €15.

The most recent issue highlights architects who are responsible for transforming emerging neighborhoods.

Known for its meticulous aesthetics and accessible yet sophisticated tone, Monocle has diversified its content delivery channels with an online radio station, special issues, and various urban guides.

Brûlé emphasized that the typical reader is someone who travels frequently, possibly a Singaporean residing in Paris or an American based in São Paulo, with a focus on international curiosity and opportunities.

The decision to open a café in Paris aims to bolster the representation of French culture within the Monocle universe, emphasizing its economic influence and cultural creations.

This initiative seeks to provide an international perspective on noteworthy French figures to a global audience.

Brûlé mentioned the intention to highlight talents such as Audrey Diwan, a French filmmaker, who graced the cover of a recent issue, stressing the goal of introducing major French talents to an international platform.

In line with this vision, Monocle is working on organizing events, including a "Foreign Correspondents Club in Paris" that would convene at their café.

Looking ahead, Monocle faces challenges such as a comprehensive redesign of its English-language website, which currently hosts a daily newsletter reaching 92,000 subscribers.

There are also ongoing discussions regarding potential hotel projects.

Ultimately, these plans aim to continue Monocle's multi-channel expansion while adhering to a business model that sustains its operations, marking the two-decade journey of Brûlé's brand away from traditional social media influence.