Two new brand concepts, straddling London and New York, reveal how magtailing – where magazine content and curatorial expertise meet commerce – continues to throw up new iterations. Both initiatives offer inspiration for those seeking to tap an increasingly experiential, cross-cultural retail landscape.
- Kiosk N1C, London: Independent UK magazine and now lifestyle brand Kiosk N1C has opened a flexible events space and its first physical brand space at the alternative mall destination Coal Drops Yard (CDY) in London. The space offers a curated edit of hard-to-find pieces from emerging fashion brands including Japanese skate label Evisen and cult London streetwear label Aries, plus books by independent publishers. An events area will host pop-ups, discussions, workshops, film screenings and parties celebrating fashion, beauty, music and the arts.
Commissioned by CDY developer Argent, the magazine was launched in 2016 to drive awareness of the destination on social media and online – acknowledging the value in becoming a proprietary content creator to establish a unique voice. The move also reinforces CDY's mission to present itself as an anti-corporate commercial destination that supports up-and-coming experimental and socially ethical brands.
- Time Out Market, New York: Listing magazine Time Out is aiming to consolidate its reputation for insider city culture knowledge with a series of editor-curated market halls called Time Out Markets. The latest, in New York (Lisbon and Miami are the other destinations) features condensed versions of 21 restaurants plus three bars in one dining space. Emphasising the sense of occasion, the location has leather seats, ceramic plates and metal (non-disposable) cutlery. The 21,000 sq ft venue occupies two floors of the Empire Stores complex in Dumbo – the Brooklyn waterfront neighbourhood – and boasts views of downtown Manhattan.
See also Millennial x Malls: Macerich's PopSugar Partnership and Culture-First Flagships in Brand Spaces 19/20: 10 Trends & Opportunities.