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Five days of fun at Salone del Mobile 2025

Have you ever wondered how beds, desks and chairs land in an 800-room hotel? Or where major furniture brands spot new talent? Or how the likes of Jasper Morrison and Marc Newson became household names? Or even what trends mass-market furniture firms might try to follow? The answers can be found in Milan, every April, when the city’s design week, headlined by the vast furniture trade fair Salone del Mobile, takes place as the most influential industry gathering in the world.

BBPR’s Torre Velasca

On the Sunday evening before the 2025 edition kicks off, Monocle finds itself at a party on the edge of the city’s Chinatown district. In the throng of people jostling for a spot outside the bar, a young New York-based designer is talking to the head of communications for a major Italian design firm, while a Seoul-based writer for an interiors magazine shares a drink with an Australian architect.

The party hints at the activity that will take place over the next five days: there will be plenty of business but also moments when the industry’s brightest talents will rub shoulders with established stars, laying the foundations for new collaborations. It’s the week that sets the agenda for what our built environments will look and feel like in the coming decades, and Monocle is there for the duration.

Monday: big brands
For an Italian city, Milan can be secretive, with closed-off courtyards framed by wrought-iron gates. But for the duration of this week, the Milanese throw caution to the wind. The city’s palazzi and cortile are taken over by design brands showing their latest work in the most dramatic settings: a multistorey building in Porta Monforte becomes a showroom for Milan- and New York-based design retailer Artemest; the cloisters of the Santa Maria degli Angeli church play host to Italian furniture powerhouse Flexform’s outdoor range. Neither is usually open to the public. The ambition is for these settings to underscore the ability of a chair, sofa or table to shift our emotional landscape. It’s a demonstration of how product and architecture come together to influence a space’s mood.

Norwegian aluminium company Hydro’s showcase at Capsule Plaza Image: NO GA Projects’ Mirrors and Side Tables by Willo Perron

A case in point is Dedar’s showcase at the refurbished Torre Velasca, built in the 1950s by the BBPR architecture partnership. It’s a structure that defines the city’s skyline. And it’s here that the Italian textile firm is showing a new fabric collection featuring the abstract weaving patterns of German artist and Bauhaus master Anni Albers, produced in collaboration with the Josef & Anni Albers Foundation.

“Torre Velasca is a symbol of the city and it inspired the installation in terms of its genius loci,” says Raffaele Fabrizio, Dedar’s co-owner, as he points to the BBPR-designed furniture dotted across the space. His sister and fellow co-owner Caterina Fabrizio agrees. “It’s the perfect place to celebrate this series by Anni Albers,” she says. “We want to share the beauty of the fabrics and the beauty of Milan.” By combining Albers’ modernist work with the setting of the mid-century Torre Velasca, Dedar achieves a kind of Milanese Bauhaus effect, bringing art and design into contact with the everyday. Here, visitors to the exhibition take photos of the graphic and colourful fabrics as much as they do the city’s skyline, Duomo and all.

Capsule Plaza founders Alessio Ascari (on left) and Paul Cournet Image: NO GA Projects’ Mirrors and Side Tables by Willo Perron
Bright colours in Brera

It’s proof that the showcases are as much about the products on display as the atmospheres created. No one knows this better than Emiliano Salci and Britt Moran, who co-founded Milan-based interiors firm Dimorestudio in 2003. Over the past decade the practice has hosted some dramatic showcases, including a rationalist retrospective in 2021 and art deco apartment installations. “For us, Milan Design Week is more than a fair, it’s a collective moment of reflection on contemporary living,” says Salci. “Spaces are no longer just to be seen – they are to be felt, experienced.” 

This year the duo have created a 33-piece collection of fabrics for Kyoto-based textile manufacturing company Hosoo. Additionally, under the guise of Dimoremilano, the studio’s homeware label, Salci and Moran staged a cinematic installation of furniture that they designed for luxury fashion brand Loro Piana. Through a corridor clad in red velvet, visitors are led to a 1970s-inspired apartment where a more sinister backstory is insinuated by plates left shattered on the ground, the sound of a bathtub running over and a ringing phone going unanswered. The duo explain that such an installation is part of the transformation of the city into what they call an open-air laboratory. “Design moves beyond function and aesthetics to become something deeper, more sensory, more narrative,” says Moran. “It’s an opportunity to redefine the relationship between individuals and the environments they occupy.”

Fashionable attendees
Light by Tokyo-based firm Aatismo 
Inside the Rho Fiera

Tuesday: fair play
Salone del Mobile was born in 1961 when a group of furniture entrepreneurs decided to extol the values of Italian design. Cut to this year, at the fair’s 63rd edition, and more than 300,000 visitors are drawn to the Rho Fiera. More than 2,100 exhibitors from 37 countries welcome architects, developers and buyers looking for the latest products with which to furnish their projects. It is, in short, a business behemoth. “The numbers prove it,” says Maria Porro, the fair’s president. “A study we conducted with Politecnico di Milano showed Salone’s enormous economic and cultural impact.” She’s referencing a report that revealed the fair earned €275m for Milan in 2024. “It generates work and stimulates global creative industries.”

Salone Satellite 

Despite this impressive bottom line, attendance is down by about 70,000 from the record-breaking numbers of 2024 and there are some absences in this year’s line-up of exhibitors, most notably a trio of Italian manufacturing stalwarts: Cassina, Flexform and Molteni stayed in the city. But other brands still see it as essential and new players are joining them. “It is important for us to be here to launch our outdoor collection – a new product category – and Salone helps you to tap into new and different distribution channels,” says Massimiliano Tosetto, director of Vicenza-based Lodes, which is participating in the fair for the first time since a rebrand in 2020. “Salone gives you international reach that you don’t get elsewhere.”

But perhaps the main advantage of the fair is its density. Where else can you grab a casual five minutes to talk about a sofa with Italian architect and creative director Piero Lissoni? Or get to meet Marva Griffin, the godmother of emerging designers? Monocle spots her strolling through the stalls of SaloneSatellite, the section of the fair she founded to promote the work of designers under the age of 35. “We don’t charge designers to participate, and this is important,” says Griffin. “Many exhibitions ask young creatives to pay. Instead, we give them a platform because talent deserves to be seen.”

Wednesday: emerging talent
Wednesday begins in the early hours of the morning at the celebrated Bar Basso. It’s a networking hotspot made famous in the 1990s by the likes of the young Jasper Morrison, Marc Newson and Konstantin Grcic, who caroused and conducted business here over negronis.

Dedar’s co-owners, Caterina and Raffaele Fabrizio
Marimekko 3 Gohar World
Citywide takeover

So, some hours later, nursing a slight hangover, Monocle takes the opportunity to explore off-piste. A number of hybrid showcases here walk the line between miniature furniture fairs and collective exhibitions that are more about exploring potential rather than commercial deals (that can come later). Leading the pack this year are Deoron, Convey and Capsule Plaza. The latter was born from design annual Capsule, and its third outing this year brings together brands and designers that blur the lines between interiors, architecture, beauty and technology. 

“We created Capsule Plaza as a bridge between creative communities,” says Milan-based publisher and editor Alessio Ascari, who established the magazine and curates the plaza with Rotterdam-based architect Paul Cournet. “You can feel this in the curation. We have presentations from brands, institutions and designers from different fields.”

Simone Farresin (on left) and Andrea Trimarchi of Formafantasma
Aboard the Arlecchino

Significantly, the showcase pairs lesser-known names with established players to great effect: Nike with musician-designer Bill Kouligas and creative director Niklas Bildstein Zaar; fashion brand Stone Island with bespoke hi-fi firm Friendly Pressure. “It’s a place of discovery and for looking at where creativity is going,” says Ascari. “This year we explored the future of the home. There’s food, with Georg Jensen running a gelato shop, and beauty and bathroom with Humanrace and USM, which is using its products for the first time to make a bathroom. It’s about beauty, craft and innovation.”

Thursday: fashionable takes
Monocle begins the morning by making a beeline for the press line ahead of a queue that stretches more than 100 metres around a block in the Porta Genova district. We’re outside a nightclub-like space but nobody is here to dance. Instead, we’ve pulled up to see an exhibition of an exclusive new collaboration between the archive of Charlotte Perriand and French fashion house Saint Laurent.

Unlike the fashion world, the names behind the best sofas, chairs and glassware rarely adorn billboards or capture headlines. But the presence here of brands such as Dolce & Gabbana, Fendi, Armani, Loewe and Hermès, which all show their own furniture and homeware, suggests a changing narrative. The number of people prepared to queue for fashion-led showcases hints at the role luxury houses are playing in drawing new crowds. In line to see Saint Laurent’s Perriand-designed bookcase, coffee table, armchairs and room divider are not developers in suits nor architects dressed in black, but a fashionable set.

Reflections at Capsule Plaza
After party at Bar Basso
Read all about it

Fashion brands are also helping to broaden the design discourse. Prada, in partnership with Italian design firm FormaFantasma, leads the way. Every year during Milan Design Week the luxury fashion house eschews releasing a design product in favour of hosting Prada Frames – a series of conversations about topics that relate to the wider design ecosystem, now in its fourth edition. This year the talks explored themes of infrastructure, mobility and global distribution. “Talking about infrastructure is about understanding the world we live in,” FormaFantasma’s co-founder Simone Farresin tells Monocle aboard Gio Ponti and Giulio Minoletti’s recently restored 1950s Arlecchino train, where the Prada Frames panels are held. “If we don’t talk, it means being unaware of why electricity or water runs through our homes.”

But it’s not all one-way traffic. For Renzo Rosso, Italian entrepreneur and president of the OTB Group of labels that includes Diesel, Maison Margiela and Jil Sander, it’s the fashion world that could learn from Milan Design Week. “Salone del Mobile is the best because everybody gets involved, every single shop hosts an event,” he says. “We need to work to achieve something similar in fashion. If Milan Fashion Week had a more open mentality, we could be even better than Paris.”

Friday: joy ride
As Monocle prepares to hit the road, it becomes apparent that car manufacturers are also in hot pursuit of the design industry. In 2025, Italian automobile manufacturer Maserati has joined forces with design company Giorgetti to unveil new vehicle interiors and a collection of low-slung armchairs, coffee tables and sofas that echo the sleek silhouettes of cars. Elsewhere, German automaker Audi presented its latest models in a Piazza Quadrilatero pavilion designed by Dutch firm Studio Drift.

Range Rover’s Will Verity (centre) with Rodrigo Caula (on left) and Enrico Pietra of Nuova 

Making its Milan Design Week debut was British car maker Range Rover, which took over the Palazzo Belgioioso with an installation designed in collaboration with California-based Nuova. “Futurespective: Connected Worlds” offers small groups of people a time-bending journey to a car dealership in 1970 – the year the Range Rover was launched. Visitors are then guided through a door into the present, where the fifth and latest electric-hybrid iteration of the Range Rover is presented.

“We love the 1970s because it’s an approachable decade with plenty of positivity and great art direction,” says Enrico Pietra, co-founder of Nuova. “We then use a cinematographic approach to set the mood.” Will Verity, Range Rover’s brand design chief, agrees. “We wanted to take people completely out of the fair and put them in a space where they can have time to reflect, which is also a reference to the calmness of moving through the world in a Range Rover,” he says. “For something like Milan Design Week, you can dial a concept up to 11.” What could have felt like a presentation at risk of choking on nostalgia, instead evokes a mood that is resolutely playful.

This lightness of being has been a common thread at this year’s Milan Design Week. The streets of Brera, the city’s bona fide design neighbourhood, brimmed with people. Brands prioritised creating effective showcases within architecturally significant spots. Exciting collaborations nurtured new talent and unexpected industry adjacencies, from vehicles to fashion, complementing the business-like nature of the fair. Provocation and unease were kept to a minimum despite the implications of US tariffs and talks of a luxury slowdown. And it was all toasted at late-night watering holes across the city.


Fine lines: Our picks of things to buy from Salone del Mobile

Developers, architects, buyers and gallerists descend on Milan Design Week to revel in novelty. All are on a mission to find the perfect chairs, tables, sofas and lamps to furnish their projects and showrooms with. Here’s our pick of the bunch.

Woven bookshelf by Vero
Arche dining chair by Sem
N-ST03 side table by Karimoku Case
Arctic lamp by Artemide
Kumu chair by Nikari
Murano glassware by Hermès
Biboni sofa by Knoll

Tech corner: Four innovative releases to buy now

2.
Bowers & Wilkins PX7 S3


3.
Google Pixel 9a

4.
Ampler Nova Pro


Illustrator: Hao-Yun.

Design agenda: Souvenir wallpaper, green urbanism in Abu Dhabi and a Q&A with JJ Martin

Shades of green
UAE

With an arid climate and an average annual temperature of about 29C, Abu Dhabi isn’t known for its greenery. But there has been a blossoming of leafy recreational spaces in the city courtesy of Danish architecture and design firm SLA’s work on 104 new neighbourhood parks. Scattered across Abu Dhabi’s Khalifa City, Mohamed Bin Zayed City, Al Ain and Shakhbout suburbs, 74 hectares of sandy ground have been converted into places for exercise, sports, nature experiences, socialising or a simple stroll. “The parks create a sensuous and hyper­local framework for Abu Dhabi’s inhabitants and their social lives,” says Rasmus Astrup, design principal and partner at SLA. The project builds on the six parks that were completed in 2023 (and won one of Monocle’s Design Awards).


Q&A
JJ Martin
La Double J

JJ Martin is the California-born, Milan-based founder of homeware brand La Double J. This year, Martin unveiled a new five-storey headquarters in the Navigli area of Milan. Here, she tells us more.

Tell us about your Milan HQ.
In the past 10 years my company has gone through a few iterations, starting as a vintage seller and documenting the unique style of Italy. Then we moved into ready-to-wear and [ended up in] homeware. So the company has grown and it’s the first time that we’ve come together in one space with all of our employees, a proper showroom, our archives, a photo studio and a rooftop deck dedicated to activities for our community. We’re trying to make this more than a commercial enterprise. It comes from the heart and it’s something that we really believe in. 

Which markets are you looking to expand into?
Despite the tariffs I still believe in the US. We understand that Asia doesn’t represent the growth opportunity that it once did and Europe remains sluggish. The tariffs are a big hit but at the same time it’s a good time to be a “Made in Italy” brand, rather than something that’s pretending to be Italian but actually made in China. We’ll raise prices a little but we have the margins to do so because our prices are fair to begin with. We’re honest about the quality and the price. We’ve opened in Palm Beach and are opening in Dallas in September. Our shop in Los Angeles burnt down so we’re looking for a new one, as well as a place in New York.


Wander walls
USA

What to do with souvenirs from your travels? Do you actually use your teapot from Japan when you want a hot brew or display that vase from Murano on a shelf? For Stephen Burks and Malika Leiper, the duo leading US design practice Stephen Burks Man Made, the answer was to turn them into a decorative wall covering. Working with Calico Wallpaper, the duo transposed their knick-knacks from their cross-continental travels into a 2D wallpaper design that they called Particulaire.

“We started by looking around our home and asking ourselves, ‘What do we decorate the rooms with?’” says Burks. “The answer was objects from our travels. They tell a story both about us and the cultures that we have interacted with.” 

Working with the wallpaper firm, which is based in Upstate New York, the creative duo used photographed renderings of their personal mementoes to create a graphic pattern that puts objects from across the globe into conversation while bringing plenty of personality to a room. “The gorilla image is from a young man who we met in Rwanda carving wooden figures. But we also took inspiration from Japan, Senegal, the Dominican Republic and even Brooklyn,” says Burks of the wallpaper. “Our travels are a way for us to get closer to acts of making that involve different techniques and materials,” adds Leiper.


Outside the box
Italy

Can upcycling be made to feel sophisticated? Japanese design powerhouse Muji thinks so. During Milan Design Week it presented its Manifesto House – a modular home in the city’s Brera neighbourhood. Designed by Paris-based Studio 5.5, the six-part building (entrance, studio, bedroom, kitchen, bathroom and garden) was made from materials that are both visually appealing and eco-friendly: plywood for the structure; corrugated steel for the roof and recycled textiles for insulation. 

The ambition? To show a prototype for cities struggling with housing shortages. The concept house made clever use of limited interior space, while the roof was slanted to collect rainwater to irrigate the edible plants lining the garden module’s trellises. Studio 5.5 also created accessories, 12 of which were made from repurposed Muji products: a coat rack assembled from a bin lid and two soap-pump bottles; or a birdhouse made using a steel bookend and wooden drawer. Assembly instructions could be found on Muji’s website, enabling everyone to create their own objects from preloved items. “It’s a reminder that, rather than extracting new materials, we can create new things from existing ones,” says Studio 5.5’s co-founder Claire Renard.


Tunnel vision
Australia

Vipp, which rose to fame with its pedal-bin design, built its first guesthouse in 2014 to demonstrate how its products can transform and enhance a home. Its latest venture, Vipp Tunnel, is a structure in Australia that reveals its ability to enhance the landscape too. Perched on a hill on Bruny Island, off the island of Tasmania, the tunnel-like form is built to the design of Hobart-based studio Room11.

The brutalist-inspired structure is defined by expansive walls of glass and subtly recessed steel doors, which frame views of the sea and mountains. Natural light streams in through carefully placed lightwells, creating an airy, bright atmosphere. An atrium courtyard separates the main living areas from the principal bedroom, while a glazed door at the end of the structure frames a terrace, which is suspended above the rugged terrain. 

Affairs agenda: Two new rail lines in Tunis, Norway’s latest battle tank procurement and European ammunition production

Defence: Europe
Ticking time bomb

During the years of relative peace that followed the end of the Cold War, Europe’s ammunition stockpiles atrophied. When the continent scrambled to send materiel to Ukraine after Russia’s full-scale invasion of the country in 2022, it found that its shelves were almost bare. Moscow is now churning out almost three million artillery shells annually, about three times the combined output of Europe and the US. But Europe’s problem runs deeper than output. The continent manufactures almost no TNT, a widely used component of high-grade military explosives. One of the few domestic producers, Poland’s Nitro-Chem, is prioritising the country’s own armed forces, which are expanding, as well as highly lucrative international orders, such as one signed to supply the US military between 2027 and 2029.

Other continental TNT makers are stepping up. In Sweden, arms producer Swebal is setting up a TNT plant west of Stockholm with the stated aim of helping to boost Nato’s resilience. Meanwhile, in Finland, Forcit is investing more than €200m in a TNT facility on the country’s west coast. Finland’s defence minister, Antti Hakkanen, calls the project is of “major importance for increasing European ammunition production” and key to maintaining support for Ukraine.

Necessary for this push is the €150bn in loans proposed by the European Commission (EC) as part of the ReArm Europe/Readiness 2030 initiative presented in March, which offers up to €800bn in defence spending. In April, the European Parliament Committee on Legal Affairs unanimously opposed the EC’s attempt to fast-track the plan without full parliamentary oversight. But can Brussels afford to take its time, when securing components such as tnt is essential to providing the weaponry that Europe needs to stay secure? If production doesn’t increase, the continent’s rearmament plan could blow up in its face.


In the basket
Bang for your buck

In the basket: 24 K9 Thunder self-propelled howitzers
Who’s buying: Norway
Who’s selling: South Korea
Price: €470m
Estimated delivery date: 2026 or 2027

This is a repeat purchase for Norway, which previously took delivery of 28 K9s and 14 K10 ammunition resupply vehicles to keep their barrels fed with 155mm shells. As Europe has set about rearming, the K9 has done excellent business for South Korean company Hanwha Aerospace. Other customers include Estonia, Finland, Poland and Romania. There is little doubt about the K9’s purpose for Norway: to deter Russia from getting any funny ideas about the High North land border that the two countries share. The K9 has tremendous mobility and has already proven itself in cold conditions; India’s army has deployed them in the freezing heights of Ladakh on the Chinese border. And they work where it counts too: Ukraine has used Polish-supplied Krab howitzers, which feature a K9 chassis and a 52-calibre gun made by bae Systems.


Politics: Athens
Q&A

Haris Doukas
Mayor of Athens

When Haris Doukas was picked as centre-left party Pasok’s candidate for Athens’ 2023 mayoral election, he was a political unknown. The 45-year-old won on an ecological platform centred on lowering temperatures in the city. Monocle sat down with Doukas at the Mipim property fair.

How is your plan to make Athens cooler progressing?
When I was running for mayor, I said that I would try to reduce the city’s temperature by 5c within five years. That went viral. I pointed out two things that we could do immediately: plant trees and use new materials for roads. We’re engaging people [with these plans].

How big a problem is overtourism? 
We’re struggling. We are now Greece’s number-one destination. We carried out a study that identified neighbourhoods that were oversaturated with tourists and stopped Airbnb in those areas. We also stopped extra bonuses for new apartments and extra square metres for hotels that are meant to be green hotels. 

How are you creating more affordable housing? 
We’re running two programmes: one with subsidies for families and young people, and another with subsidised rents. We’d like to have the opportunity and capacity to build new houses. So we need regulation and money.


Transport: Tunis
Inside lines

In recent years, Tunis has opened two new rail lines intended to reduce commuting times between the periphery and the centre. The city’s Réseau Ferroviaire Rapide (RFR) network now boasts 28 Hyundai Rotem electric trains, the result of a project that kicked off in the early 2000s with support from international lenders. These included the EU and the Agence Française de Développement, plus private companies such as Germany’s Siemens and French engineering firm Systra.

The network has proved extremely popular with Tunisois. Last year, RFR’s Line E alone carried seven million passengers in a city with a population of about 700,000. “This rail network is a concrete and effective solution to desaturate the Tunisian capital and is a new reference point for the Maghreb region,” said Faiçal Chaabane, Systra’s senior vice-president for Egypt and North Africa. The latest service to open is Line D, which upon completion will be 19km and connect settlements northwest of Tunis, such as Le Bardo and Gobâa, with the capital. Travelling from the latter now takes just 15 minutes, compared to at least an hour before the new train. On day one, 10,000 passengers got on board.

The next stop for the RFR will be Lines C and F, which will expand the network to about 85km, further linking the major population centres on Tunis’s outskirts to the city centre. If all goes well with the project’s financing, the works should be completed in 2027. Full steam ahead.

Cultural roundup: Mubi moves into book publishing, a petrol station turned gallery in Germany and a Q&A with Martin Bourboulon

Music: Singapore
Loud and proud

Singaporean DJ and entrepreneur Kavan Spruyt found his calling in Berlin. While working for Ostgut Booking, the agency that secures resident artists for the city’s legendary nightclub Berghain, he noticed a lack of diversity in the global electronic-music scene. “There were barely any people of colour on the festival bills,” he tells Monocle.

Spruyt decided to step up as an advocate for Southeast Asia’s electro musicians and opened Rasa in Singapore’s city centre. The 6,000 sq ft space comprises a dance floor, a lounge and a cocktail bar. “I saw the need for a brand that syncs with our identity and represents Southeast Asia to the rest of the world,” says Spruyt. To create a venue that’s worthy of his ambitions, he brought in Berlin-based architecture firm Studio Karhard – Berghain’s masterminds – to design the space. The top-notch fit-out includes Kvadrat acoustic curtains and speakers from TPI Sound that are hand-assembled in the UK.


Media: Norway
In safe hands

Trine Eilertsen on how Norway’s media has retained the public’s trust.

Across much of the Western world, confidence in editorial media is declining – but not in the Nordics. In terms of trust, Norway’s media is among the highest-ranked worldwide; at the height of the coronavirus pandemic, when it fell elsewhere, we saw a significant rise. We’re a small society with low inequality, making our country a good breeding ground for this kind of trust. But are there lessons from Norway that could help other nations to increase positive attitudes to their own media?

Politicians here view local media as a useful arena for disseminating information and increasing voter engagement. This understanding of its value ensures that public money – about the salary of one journalist per paper every year – is given to local media in areas too small to be able to support a full newsroom. As in other countries, the consolidation of individual brands into larger groups has saved many Norwegian news outlets. While consolidation might threaten the freedom of a newsroom elsewhere, the editor in chief’s independence is stated in Norwegian law. Decisions about content lie with the editor and the editor alone. Authorities, owners or other forces can’t influence what we publish.

We were also early adopters of digital technology. This has enabled us to develop a more direct relationship with our audience. Our readers tend to come straight to our website, rather than through social media, which makes us less affected by platforms’ algorithms. Meanwhile, paid online subscriptions are popular; indeed, Norway’s audience has the world’s highest propensity to pay for news.

All serious Norwegian editors abide by the national press’s code of conduct and anyone can make a complaint to the ethics commission. The members of the latter are other editors and ordinary people who discuss whether the code has been broken. If it has, editors are obliged to publish a correction. Like every media outlet, we still have to fight for our audience but these are some of the reasons why, when readers come to us, they can rely on what we say.

Eilertsen is the editor in chief of ‘Aftenposten’, Norway’s leading printed newspaper in
terms of circulation.


Publishing: UK
Picture perfect

Fresh from a banner year in which Coralie Fargeat’s satire The Substance took the world by storm, London-based streaming platform, production company and film distributor Mubi is launching its latest venture: a publishing arm focusing on books about cinema and the visual arts.

Mubi Editions’ first release, Read Frame Type Film, is a collaboration between film curator Enrico Camporesi, graphic-design historian Catherine de Smet and designer Philippe Millot. Drawing from a research project initiated at the Centre Pompidou in Paris, it explores the affinity between film and typography. 

“We are challenging ourselves to do something different and surprising for the audience,” says Daniel Kasman, Mubi’s vice-president of editorial content. “That means looking for the unexpected, for what is unusual and delightful. It’s hard to do but the surprise is the goal.”

‘Read Frame Type Film’ is published on 22 May.


Television: France
Q&A

Feast for the eyes
Martin Bourboulon, director

Marie-Antoine Carême was arguably the world’s first celebrity chef: in the 19th century he served European royalty and some of the leading politicians of his era. Carême, a new drama on Apple TV1, brings his story to life. Its director, Martin Bourboulon, tells us about putting pâtisserie front and centre, and showing off Paris’s beauty.

Why is Marie-Antoine Carême a good subject for a TV drama?
I wanted to bring a modern vision to his story but was also excited to work on a show with a range of different themes: politics, food and sex. Carême is a chef but also a spy. It’s a French show for a global audience.

How did you approach directing the kitchen scenes?
You have to find a good rhythm between the plot and those precious moments in the kitchen. When we were showing Carême making the dishes, we took our time with a lot of close-ups.

Paris is almost a character in the show. How crucial was it to immerse viewers in the city?
It was important for us to show Paris, especially with wide shots, because it’s so recognisable to an international audience. But it was difficult because it’s 2025 and our story took place two centuries ago. In some of the beautiful wide shots, if the camera had turned a little to the left, the vision of an old Paris would have been spoiled.


Art: Germany
Life’s a gas

Just a stone’s throw from the Swiss Galerie Judin, which moved from Zürich to Berlin’s Potsdamer Strasse in 2008, is its striking new collaboration with the US-founded Pace Gallery. “It’s an urban oasis,” says Pay Matthis Karstens, co-owner of Galerie Judin.

The exhibition space, café and bookshop is based in a converted 1950s petrol station in the buzzy Schöneberg district. Buildings of this kind were once a common sight across Berlin but many have fallen into disuse and disrepair. Indeed, the site that was chosen for this project was abandoned in 1986 but was renovated 20 years later; it served as an architect’s home and then a museum until late last year. Now, Pace Gallery and Galerie Judin are its proud custodians and the floor-to-ceiling windows that once looked out at fuel pumps and bmw Isettas instead frame a peaceful courtyard.

“It has a certain meditative feeling,” says Karstens. “You have the sounds of chirping birds and the trickle of water. It’s not that the city totally disappears but it creates moments of calm.”

The garden is framed by tall stalks of bamboo and a water feature putters in the centre. Inside the old filling station that used to sell petrol and cigarettes, Pace and Judin will take turns organising exhibitions. The mélange of businesses at this new spot encourages Berliners to slow down and take time to absorb the art – to sit, ponder and discuss what they have seen. It’s much more rewarding than just getting your fill and zooming off.


Music: New Zealand
Chaos theory

On his new album, Te Whare Tiwekaweka, Marlon Williams sings in a language that he can’t quite speak. “In 2019 I had a melody floating around my head that I couldn’t shake,” he tells Monocle. “It suddenly became clear that it was a Maori melody – like the songs from my childhood.”

Williams’ parents are from two Maori tribes. Though the musician went to a Maori language school at the age of five, he later stopped using the language. “My language skills are limited,” he says. “But I muddled my way through, adding lyrics, and the song was so pleasant to sing that it gave me the gumption to commit a whole record to the Maori language.”

The project was inspired by Williams’ emotional homecoming after touring his 2022 album, My Boy. “When I came home I saw a charcoal drawing at my mother’s house depicting
a tall, slender man in a top hat returning to a villa at night,” he says. “This man is approaching a ladder and carrying a suitcase full of money – British sterling. I identified strongly with the image of this rakish man coming home, returning with a bag of foreign currency. I asked my mother about the drawing and she said, ‘I was pregnant with you when I drew this.’ It immediately became a central part of the record.” The image is now the cover art for TeWhare Tiwekaweka

The album’s title comes from a Maori proverb that roughly translates as “messy house”. “I’m a bit of a messy person on the most fundamental level,” says Williams. “For me, it really speaks to the seed of creation and how new things come out of chaos. Nothing interesting ever comes out of something clean.”

‘Te Whare Tiwekaweka’ is out now. 

It’s time to embrace the season with new styles from the Monocle Shop

Summer camp-collar shirt

The Monocle summer camp-collar shirt is is washed to create a crinkled texture and a soft, timeworn feel, and it fastens with mother-of-pearl buttons. Made from organic cotton woven in Japan, this breathable style layers effortlessly for hot summer days.

€175.00
Colour: Ecru or olive
Material: 100 per cent cotton
Made in: Portugal


Oxford popover shirt

A versatile addition to any wardrobe, this popover strikes a balance between the casual comfort of a polo and the refined look of a dress shirt. Tailored from the same fabric as Monocle’s oxford button-down, it has a sleek collar and mother-of-pearl buttons.

€165.00
Colour: Blue stripe or white
Material: 1oo per cent cotton
Made in: Portugal


Cotton twill cap

Top off your look with this colourful, versatile cap. Made in California from 1oo per cent twill, this signature Monocle cap in gold, dark green or navy features an embroidered Monocle branding to the front and a tonal Monocle logo at the back. It’s perfect for walks through cities, a round of golf or simply masking a bad hair day.

€70.00
Colour: Gold, dark green or navy
Material: 1oo per cent cotton
Madein: USA


Summer cotton overshirt

Turn to Monocle’s take on this seasonal favourite. This overshirt delivers on both style and comfort. Made from organic cotton and woven in Japan’s Nishiwaki region, it has a natural washed finish, patch pockets and Corozo buttons.

€245.00
Colour: Olive or navy
Material: 1oo per cent cotton
Made in: Portugal

Editor’s letter: Andrew Tuck on what goes in to making Monocle

Many journalists reach a fork in the road where they have to decide whether to press on as a reporter or to start along the route of becoming an editor. (As you know, a fork has more than two prongs and there is another option: to just get the hell out of this ever-changing, always demanding profession.) Long ago I chose the editor route but with a nice side order of reporting whenever it made sense. For this month’s issue, for example, I dispatched myself to the Mipim property trade fair in Cannes. Early on in my career I saw how much fun and influence editors had and also how the good ones both played to their strengths and acknowledged their own weaknesses. There’s nothing worse than an editor who always thinks that they are the best person for any reporting mission: assigning is the watchword.

As in most businesses, there’s a clear hierarchy at magazines, Monocle included. While Tyler is clearly the admiral of the fleet, my fancy position as editor in chief comes, at least, with some imaginary epaulettes and a jaunty hat. But when we are putting together an issue, it’s all about working as a team, listening to different perspectives, commissioning the best journalists and photographers, writing and rewriting headlines and fine-tuning the pace and rhythm of the magazine.

To be a part of all of these decisions is why someone chooses to be an editor. Of course, Matt, our photography director, knows more about his domain than I do but, after years spent working together, he’ll hear me out if I think that the “select” from a shoot needs to change. Lewis, our rarely riled chief sub editor, will let me amend headlines and help nudge a story one way or the other in a final edit – though I would never do battle with him on rules of grammar. As we approach the deadline for sending an issue to press, hundreds of small choices are made at pace and hopefully we steer everything to a good place.

Then, on the day that the magazine heads to the printers, editors and the leads in the commercial team gather for what we call “the flip”. On a large TV screen, we get to see a digital version of how the magazine will look with the ads now in place. It’s a final chance to check whether there are any strange adjacencies – whether an image on an advert too closely matches the one on the editorial page that it’s next to. And then it’s over to the production team and the editors have to sit back (or, rather, start another issue). After about 10 days, we get the first boxes from the printers and discover whether our ideas, decisions and conversations have delivered what we hoped for.

In this issue you’ll find our Design Awards, organised by that section’s editor (and committed writer), Nic Monisse. There’s an interview with Femke Halsema, the mayor of Amsterdam, commissioned by our foreign editor, Alexis Self, that dives into debates about legalising drugs, sex work and over-tourism. There’s also a look at the future of the grocery shop, co-ordinated and corralled by executive editor Christopher Lord. Our fashion director, Natalie Theodosi, has commissioned a feature that looks at why couture houses are heading to the Chanakya School of Craft in Mumbai. And there’s an epic Expo that seems to have involved just about everyone, looking at places of contemplation and their role in these harried times.

All are the outcome of numerous editorial meetings, story-list finessing by Josh, art direction by Rich and a-second-to-decide moments at the printers by Jackie. It’s the work of a group of people who see in magazines the chance to tell a story, to find the harmony between words and pictures, and to engage, entertain and inform you, our reader.

The Monocle Design Awards 2025: All 50 winners

Best armchair
Flair O’ Maxi by B&B Italia
Italy

The Flair O’ Maxi is a new iteration of B&B Italia’s 2021 Flair O’ chair – and the rightful winner of our best armchair award. We love it for its simplicity: its stately plinth and swivel combined with comfortable padding. “The key idea for this particular form was ‘lounging’,” Monica Armani, the chair’s designer, tells Monocle. “But that’s a very broad notion. Last year, suddenly inspired by Italian dresses from the 1960s, I decided to change the proportions of the seat.” 
bebitalia.com

Best bar
Bar Vitrine by Frama
Denmark

Best portable light
Snowman 15 Portable by ILKW
South Korea

Best in the kitchen
Expressive series oven by Gaggenau
Germany

German home-appliances manufacturer Gaggenau’s latest is a sleek oven from the Expressive Series. “The kitchen is now often part of the living room,” says Gaggenau industrial designer Alexander Stuhler. “That means you might have a view of it from your sofa. So it’s important to design appliances that you want to look at.” Here, that means a simplified user interface, smooth joints and a floating control ring – a combination that lets you show off your cooking skills and your taste.  
gaggenau.com

Best for versatility 
Studie chair by Fermob 
France

Fermob’s versatile oak-and-metal Studie chair is the perfect stackable number. It was created by French designer Tristan Lohner as a seat that’s fit for the dining room but just as easily used in other situations. “When I pick up a pencil, I aim to get closer to the concept of service,” says Lohner. The concept of service is wonderfully broad. We can see this chair in a French bistro, an auditorium or piled up five-high after a party. 
bebitalia.com

Best bookshop 
Good Company Bookshop 
Portugal

Best train fit-out 
TGV InOui by Nendo and Arep 
France

Best camera 
Sigma BF 
Japan

Best hospitality fit-out 
Finlandia Hall by Fyra 
Finland

Best retail installation 
‘Je t’aime comme un chien’ by Le Bon Marché 
France

Best in production 
Kasthall 
Sweden

Best retail addition 
Alaïa’s London café and bookshop 
UK

Best playground 
Yirran muru playspace 
Australia

When Shellharbour’s town council planned an educational space to recount the local Dharawal Aboriginal people’s history, they tapped landscape architect Fiona Robbé for a playground design. “You should experience a good playground for its own sake but a deeper didactic meaning is there if you want it,” says Robbé of the project, whose design functions as a miniature map of the Dharawal people’s region. Blue zones represent the nearby ocean and lake, sandpits symbolise the beach and coast, and a large stone semicircle represents the Illawara escarpment.
architectsofarcadia.com.au 

Most democratic design 
Mofalla Easy chair by Ikea 
Sweden

Best branding
27/4 by Yorgo & Co
France

Best artistic installation
‘On Weaving’ pavilion
Saudi Arabia

Best incubator
UAE Designer Exhibition
UAE

Cities such as Abu Dhabi and Dubai have long imported star architects and designers from across the globe for major works. But the UAE Designer Exhibition, which took place during last November’s Dubai Design Week, is shifting the narrative. “We want people to know that design’s potential here is quite large,” says Omar Al Gurg (pictured), who curated the most recent exhibition, spotlighting 30 local talents. About 22,500 visitors saw the show, helping to change the Gulf’s design narrative. 
dubaidesignweek.ae

Best hi-fi
RA03 by Rudy Audio
Denmark

Lifetime achievement
Marva Griffin
Italy

For more than 25 years, Venezuelan-born, Milan-based curator Marva Griffin has been helping to develop design talent from across the globe. In 1999 she founded Salone Satellite, an exhibition within Milan’s Salone del Mobile trade show that spotlights projects by young practitioners under the age of 35. It has nurtured the careers of designers such as Cristina Celestino, Sebastian Herkner and Oki Sato – an on-going achievement that’s worthy of celebration. 

Best bedframe
MC-1 by ReFramed
Denmark

Most playful design
Aço collection by Ghome
Portugal

Residential architect of the year
Manuel Cervantes
Mexico

It’s appropriate that we’re meeting Manuel Cervantes, our residential architect of the year (though his practice encompasses much more), in his studio. “I live next door, so it’s an extension of my home,” says Cervantes. His residence and studio is filled with books, artwork and objects that “shape the way that we discuss projects”, says the architect. “It’s a space for thinking and connection, not just work. Sometimes it’s easier to communicate an idea with a painting or a material sample than through a drawing.”

Best retail display
Tojiro Knife Gallery
Japan

Best exhibition design
Gallery of the Kings
Italy

Best glassware
Fit by Aldo Bakker for J Hill’s Standard
Ireland

Dutch designer Aldo Bakker’s on-going collaboration with J Hill’s Standard, an Irish maker of contemporary cut crystal, is underpinned by their shared admiration for form and the use of glass. Their cup-and-carafe combination, named Fit, can be stacked and comes in three colours: grey, clear and opaque ochre. “We want to re-establish the glass industry in Ireland,” says Anike Tyrrell, the founder of J Hill’s Standard. “We’re not interested in revisiting what’s already been done a thousand times.”
jhillsstandard.com; aldobakker.com 

Best gadget
TP-7 field recorder by Teenage Engineering
Sweden

Best project evolution 
Rita Lee Park by Ecomimesis 
Brazil

Best storage solution 
Util 
Portugal

Best design partnership 
Holder Objects 
Chile & Germany

Best lamp 
Bellhop Glass T by Barber Osgerby for Flos
Italy 

Curator to watch 
Zanele Kumalo 
South Africa 

Zanele Kumalo is an invaluable member of South Africa’s design scene, platforming the work of local creatives through her work as curator of Design Week South Africa – a new fair that took place for the first time last October across Johannesburg and Cape Town. “What drives me is helping young creatives find a firmer footing in places where they haven’t had access,” she says. “There’s such a wealth of talent in this country.” 

Best sports facility 
Gerland Aquatic and Sports Centre 
France

Best first-class cabin 
La Première by Air France 
France

Best civic building 
Siège du Conseil de la Concurrence 
Morocco 

Reflecting centuries-old heritage in the design of a new building is a tough brief. But Rabat-based Prism Architectes have found a way to meld traditional details with contemporary requirements in its design of new headquarters for Morocco’s Conseil de la Concurrence, an institution that aims to ensure transparency in the country’s economic relations. 

Best material innovation 
Sungai Design 
Indonesia

Since Gary Bencheghib and his siblings co-founded the river clean-up nonprofit Sungai Watch in Bali in 2020, they have collected more than 2,000,000kg of plastic waste. Rather than sending it to landfill, they have been transforming it into chairs. 

Best community initiative 
Casa Ria by David Chipperfield Architects 
Spain

Best emergency facility 
Jircany Fire Station by SOA Architekti 
Czechia 

Emerging designer 
Minjae Kim  
South Korea & USA 

Best imprint 
Park Books 
Switzerland 

Graduate to watch
Changhwi Kim 
South Korea 

Driven by empathy and an insatiable curiosity, Changhwi Kim creates products that go well beyond what is expected. Fresh from design school, Kim is a nuanced observer of people and everyday objects, and he aspires to build a better, more playful world. We meet him to discuss his graduation project, “Ed!t”, in his collaborative workspace, Creative Group 297. 

Best for seniors
Little Tokyo Towers by OWIU 
USA

Best modernisation  
Astep Model 262 
Denmark

Best new hotel 
Stadthotel Kleiner Löwe 
Austria 

Best public space 
Pier 22 by Mostlikely Architecture  
Austria

Best for contemplation 
Raj Sabhagruh 
India 

Civic architect of the year 
Jeanne Gang 
USA

Best cutlery 
Concorde by Christofle 
France 

Best for coffee 
Linea Micra by La Marzocco 
Italy

Best renovation 
Lunetta by Acme 
Australia 

What the winners receive 

The award by Harry Thaler 
Merano 

Harry Thaler has crafted the trophy for the Monocle Design Awards since its debut in 2021, working with the Tscherms-based workshop of Martin Klotz to refine its curved timber form. For the 2025 iteration, Thaler opted for plywood as the primary material, reflecting human ingenuity; the laminating of several layers of timber veneer make a product that is lighter than solid wood. The trophy, which can be used as a paperweight, is a testament to thoughtful design that is celebrated by these awards, which this year are supported by Cupra Design House. 

A note from Cupra Design House:

Design has always been at the heart of everything that we do at CUPRA. It shapes our identity, defines our language and runs through every innovation and experience that we create. For us, design isn’t just about form; it’s about emotion, energy and defying convention. Every line, texture and detail in our cars is an expression of our rebellious spirit. 

Inspired by collaborations with like-minded brands who also see design as a space to inspire the future, we push further into new, unexplored territories.

From the materials that shape our cars’ interiors to the bold ethos that inspires our sportswear collection, every step that we take is a testament to our passion for design – a passion that transcends the automotive world and speaks to ingenuity, innovation and human connection.

An inside look at the process behind choosing Monocle’s Design Awards

Another year, another iteration of the Monocle Design Awards, in which we celebrate the best in the sector over the past 12 months. While the full report can be viewed here (or in the pages of the magazine), this column offers a moment to reflect on the key themes that our team observed during our prize reporting. 

1.
Focus on France
This year, France has picked up a record seven of the 50 awards. It’s a testament to the high value that the country places on impeccable design. My suspicion is that this comes from the fact it still prizes highly specialised production, rooted in the tradition of the atelier.

2.
Look back in wonder
Many brands are showing that the past can be a springboard for innovation. The likes of Ikea, Flos and independent outfit Astep have refreshed works that have enjoyed enduring success in previous decades, adding contemporary modifications to bring them up to speed for modern life.

3.
Leaders matter
Good design can only make a difference if there are people to champion it. It’s why we’re celebrating leaders such as Marva Griffin, who has nurtured generations of talent through Salone Satellite, and Zanele Kumalo, whose recently launched Design Week South Africa has elevated the status of the discipline in the country.

4.
Invest in the little things
We often talk about designers overseeing the creation of everything “from the spoon to the city”. It’s the former that I want to spotlight here. Investing in the small things can have an outsized effect. Take, for example, Christofle’s Concorde cutlery set. Holding a well-made knife and fork can enhance a meal, which in turn can elevate an evening – and your overall sense of wellbeing too.

5.
Let there be light
We have a record number of lights featured in this year’s edition. We cover everything from wall-mounted sconces to lamps and more. Why? Well, there are few objects whose output can have such an immediate effect on our lives. Light affects our health, energy levels and mood. You might as well invest in a good one.

Monocle’s rundown of five grocery stores reinventing food retail

Grocery shopping often feels like a chore. But across the globe, smart retailers are showing that it can offer far more than just loud packaging, harsh strip lighting and busy, unappealing displays. Here, Monocle meets a few entrepreneurs who are going the extra mile to entice and excite their customers, whether by offering fresh, locally sourced products or by scouring the world for the best brands and suppliers. Some of these retailers are neighbourhood institutions, while others service a smaller niche. The common thread, however, is an understanding of food’s power to nourish communities as well as individuals. Many people now rely on delivery apps, while the big supermarket chains seem to be growing increasingly impersonal. The following businesses are reminders that there’s value in creating more meaningful, intimate retail experiences.


1.
The pleasure emporium
Lighting the way
Epic, France

When shoppers enter French supermarket chain Epic’s flagship shop in Paris, they are greeted by the sight of a huge chandelier. Assembled from 4,000 clear glass jars, it casts a warm glow over a bounty of dried fruits and nuts. “We were aiming for a ‘wow’ effect,” says Franck Hadjez (pictured), Epic’s co-founder and principal buyer. “But we also wanted it to draw customers in towards the back of the shop.” Deep within Epic is a section dedicated to what Hadjez calls “pleasure groceries” – an aisle offering more than 50 kinds of hot sauce, an alcove of olive oils from across the Mediterranean and about half a dozen beautifully illuminated sections dedicated to regional delicacies from across the globe. The shop stocks a wide selection of cheeses rarely found in other French supermarkets too, including a Corsican soft variety with a coating of wildflower petals.

Hadjez, his brother Jordan and cousin Steve are second-generation grocers. All three began their careers elsewhere but ultimately joined what Hadjez describes as the “more human-centric” family business. They had been franchisees of UK multinational chain Marks and Spencer for eight years; its outposts included a location in the heart of the Saint-Germain-des-Prés neighbourhood. In the years following Brexit, Marks and Spencer’s French outposts began to close, forcing the Hadjez clan to decide what they wanted to do with their prized 6th-arrondissement location.

The result was Epic’s first shop, for which Hadjez partnered with French retailer Monoprix to sell everyday essentials, complemented by a vast selection of delights sourced directly from small producers. These range from Emirati camel-milk chocolate to Monegasque gin. The business model might be unorthodox but it has allowed Epic to grow. “I can offer my premium products at a lower price than a fine-foods grocery shop, where margins are higher because they’re all it sells,” says Hadjez. Epic takes its name from the word “epicurean” – a nod to the pleasure-seeking disciples of Greek philosopher Epicurus – but the moniker also refers to the traditional French épicerie.

Our picks from Epic’s shelves

1.
Al Nassma Camel Milk Chocolate
A creamy treat from the uae-based producer.

2.
Las Chachitas
Mexican-style salsa made in the south of France.

3.
Noam
A light lager from a young brewery in Munich.

4.
Oliu Ottavi
Olive oil from Corsican groves.

5.
Porthos sardines
Canned fish from Portugal.

Monocle comment:
Returning a sense of discovery to grocery shopping requires personality in both the selection of products and the layout.


2.
The new normal
Going with the flow
LoSurdo’s, Australia

Losurdo Brothers, Australia

LoSurdo’s has been trading fruits and vegetables in Sydney for two generations. Originally founded in 1957 in Double Bay, the grocers moved to a suburban mall called Chatswood Chase on the other side of the Harbour Bridge in 1981. The business later relocated again and opened outposts in Lane Cove, Northbridge, Macquarie Park and North Sydney.

Earlier this year, LoSurdo’s returned to its roots by opening a vast flagship shop in Chatswood Chase, featuring a dazzling array of fresh produce from across Australasia, as well as a delicatessen, a fishmonger and a section for dry goods. It doesn’t quite reinvent the business but it’s a testament to the power of good design.

“I first worked with co-founder Domenic LoSurdo in the 1990s on the original shop here,” says Mark Landini, the founder of Landini Associates, which worked on every facet of the new shop, from the signage to the uniforms. “This has been a 32-year-long relationship. Domenic had seen a florist that I had designed in this shopping centre. I had learned that florists spend two hours every morning taking flowers out of the fridge and then two hours at the end of the day packing them back in. So we built the shop so that you closed the doors in the evening and the whole thing became a cool room.”

That kind of thinking was crucial to the design of the new LoSurdo’s in Chatswood. “Consideration of customer flow was key – how a patron moves through the space,” says Landini. A team of six designers worked on the complete experience, encompassing every customer touch point from branding and interior design to lighting and packaging, which makes use of the brand’s signature colours, green and white. “Efficiency was the starting point,” says Landini. “The look of the space was the last part we considered.”

The designer, who was Terence Conran’s creative director at Habitat in the 1990s, applies what he learned in premium retail to his work on grocery shops and supermarkets. His previous clients include Loblaws at Maple Leaf Gardens in Canada and Italy’s Esselunga group. “Esselunga allowed us to reinvent how supermarkets operate,” he says. “They now have the highest turnover per square metre for a supermarket in the world – more than Walmart. No one else has really changed how supermarkets work since they were first invented in Memphis, Tennessee, in 1916.” 

After Domenic LoSurdo retired in 2000 his son Rob, who was a commercial pilot by training, took the reins of the family grocery business. In December 2024, however, Rob suddenly passed away and his wife, Summer, took over. 

Monocle spoke to Rob as the finishing touches were being made on the new shop – his sixth collaboration with Landini on a grocery project. “Mark understands balancing the needs of the customer with functionality, including spacious aisles for users’ comfort and space for merchandising,” he said. “It’s a fine balance.”

Monocle comment:
Bringing in an external design firm can be risky for a storied family business. But finding a studio with deep retail experience can help you to tell your story and freshen up your identity.


3.
The personal touch
Out of the past
Alma, Denmark

When Danish supermarket chain Irma closed its doors in 2024 after 138 years, there was an outpouring of grief from its loyal customers. But according to Alfred Josefsen (pictured), its CEO from 1999 to 2012, its decline began in 2016 when its buying department was integrated into parent company Co-op’s organisation. “Its selection ended up much the same as the other supermarkets,” he tells Monocle.

Josefsen presided over Irma’s heyday, when customers adored its own-label lines, spacious shops and attentive service. Now he has launched a new brand, Alma Madmarked, whose first shop in Frederiksberg opened in March this year. “We want to attract young people and families who once thought that Irma was unaffordable,” he says.

Products adorned with Irma’s distinctive logo, a girl in a blue dress, were design classics and much-loved souvenirs among Japanese tourists. Alma’s logo – a blue heart – is similarly appealing. Meanwhile, the distinctive design of the brand’s interiors is intended to entice a new generation of shoppers. While meat will still be sold, Alma wants to inspire Danes to adopt a more plant-based diet. It will also avoid ultra-processed foods.


4.
The wheeler dealer
On the road again
Migros, Switzerland

With sales of CHF32bn (€33bn), Migros is now one of Switzerland’s largest supermarket chains, with almost 790 outposts across the country – but its story has humble origins. A century ago, Gottlieb Duttweiler turned a fleet of five Ford Model Ts into mobile supermarkets. Families would line up every week, waiting for the Migros bus to arrive. To mark its centenary, the company is reviving its grocery van, which is touring the country this year with 100 of its bestselling own-brand products. 

Migros timeline

1925: Seeking to bring high-quality, well-priced food directly to the people, Swiss politician and entrepreneur Gottlieb Duttweiler launches Migros’s fleet of grocery buses. 
1926: Migros opens its first bricks-and-mortar shop in Zürich.
1945: By the end of the Second World War, the Migros buses offer 320 products.
1964: The range expands to 500 items.
2007: Migros retires its fleet of grocery buses.
2025: The iconic van is resurrected as part of Migros’s centenary celebrations and a tour across the nation begins. 

“Migros has always travelled to the people,” says Philipp Kuonen, the bus tour’s manager. Known as the Merci Bus, it will roam the cantons of Appenzell and Jura, before continuing to Zug, Geneva, St Gallen and Graubünden, handing out each region’s bestselling Migros product to shoppers there as a token of thanks for their loyalty.

The bus revival isn’t just a gimmick. At a time of fierce competition among Swiss supermarkets – with newer brands such as Coop’s Fooby muscling in with new openings in Zürich – Migros needs to stake out its territory. The bus is a way to remind customers in this landmark year that the brand has deep roots in the Swiss countryside, where it sources delicacies from cervelat sausage to emmental cheese. It’s also a signal of the firm’s ambitions for the future. There are 140 new outposts planned over the next five years, as well as a refresh of 230 existing shops.

Monocle comment:
Getting out and meeting customers is a powerful brand-building exercise. Migros is returning to its roots at a moment of fierce competition from other Swiss supermarkets.


5.
The local treasure trove
Spoilt for choice
Annam Gourmet, Vietnam

“We are growing along with the country,” says France-born Eric Merlin, who co-founded Annam Gourmet in Vietnam in 2000 with his wife, Ha. The Merlins oversee 14 supermarkets, 900 staff and an annual turnover of about €46m. The group’s Montclair brand makes everything from sausages to sorbets. Signage at Annam Gourmet shops is in both Vietnamese and English but local customers outnumber expats.

The Merlins met in Hanoi in the 1990s when Eric was working on his travel agency. Ha decided to venture into food retail soon after giving birth to the first of their four daughters. At the time, Vietnam’s GDP per capita was about €370 and there were concerns over
food security. Soon after opening the first shop, Ha was fielding requests from friends and chefs to stock specific products. “Annam Gourmet wasn’t meant to become a chain,” she says. “At first we were bringing in items that we had bought from European supermarkets by hand because we couldn’t get access to wholesale prices.”

Today, Vietnam’s GDP per capita exceeds €3,900 and Annam Gourmet sells plenty of local fruits and vegetables, alongside Bonne Maman jam and Barilla spaghetti, imported into the country by sister business Annam Fine Food. “The quantity of sales and the quality of products are intrinsically linked,” says Eric. “If we didn’t attract a lot of footfall, with people buying the fruits, fish, cheese and meats, they wouldn’t be as fresh and we wouldn’t be able to stock so much.”

In one of Annam Gourmet’s Ho Chi Minh City shops, Eric talks proudly about stocking 17,000 products and points out the high shelves that tower over two young, basket carrying shoppers browsing a cornucopia of wafers, crackers and biscuits. Choice entices people inside and delivers the profit margins that allow the business to price-match everyday essentials. 

Monocle comment:
Annam Gourmet succeeds because of its owners’ passion for food. The importance of cooking in both French and Vietnamese households is reflected on the shop floor, where every aisle and fresh-food counter offers a sense of luxury escapism. 

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