Tag Archives: Kyle Chayka

Monocle: The Magazine As Boring, Lifestyle, Branding Infastructure

After ten years of selling its slick, globalist vision of sophistication to the world’s elites, Monocle has implemented a redesign, though it’s subtle in voice and vision. At The New Republic, writer Kyle Chayka sizes up a magazine made for the world’s 1%, to see what Monocle represents, how it has shaped or been shaped by the world, and what our era of increasing nationalism holds for heavily sponsored-content that flattens nations into one continuous business and vacation opportunity.

With the recent redesign, some glimmers of political reality are beginning to enter the magazine’s editorial voice. The new page layouts are more text-heavy, with longer articles and fewer glossy photos and twee spot illustrations. The content has a new seriousness, though it remains ever-optimistic. In an interview for the March issue, the CEO of Lufthansa says he is confident that globalization “cannot be stopped or slowed down, even though some people are trying hard.” The president of Portugal, adopting the vocabulary of a start-up founder, pitches his country as “a platform between cultures, civilizations, and seas.” (“We were an empire,” he reassures readers, “but not imperialistic.”)

Monocle views the world as a single, utopian marketplace, linked by digital technology and first-class air travel, bestridden by compelling brands and their executives. Diversity is part of the vision—the magazine’s subjects are from all over the world, and its fashion models come in every skin color—but this diversity is presented, in a vaguely colonialist way, more as a cool look to buy into than a tangible social ideal. Cities and countries are written up as commodities and investment opportunities rather than real places with intractable problems that require more than a subsidy to resolve. If London is too expensive, Brûlé proposes, why not found your next business in Lisbon, or Munich, or Belgrade? If you don’t, someone else will, and you might just get priced out again.

The magazine doesn’t idealize homogeneity of race or gender norms, but rather a global sameness of taste and aspiration. Every Monocle reader, regardless of where they live or work, should want the same things and seek them out wherever they go in the world, forming an identity made up not of places or people but of desirable products: German newspapers, Thai beach festivals, Norwegian television. The end result of this sameness is that a country can pitch itself to the monied Monocle class simply by adopting its chosen signifiers, or hiring Winkreative to do it for them in a rebranding campaign. In this way, the magazine warps the real world in its own editorial image.

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The Top 5 Longreads of the Week

This week, we’re sharing stories from Katherina Grace Thomas, James Lasdun, Kyle Chayka, Tay Wiles, and Buzz Bissinger.

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How ‘International Airbnb Style’ Became the Dominant Aesthetic of Our Time

You’ve seen this room before: bright walls; a coffee table or shelves made out of reclaimed wood; some fabric — a rug, curtains — featuring an abstract geometric pattern; a knockoff mid-century chair. Is it your local coffee shop or craft brewery? A co-working space? Your living room? At The Verge, Kyle Chayka looks at the recent ascendancy of “Airspace” aesthetics — a style of vaguely quirky, easily reproducible minimalism that we now find in Airbnbs across the planet.

In 2011, a New York artist and designer named Laurel Schwulst started perusing Airbnb listings across the world in part to find design inspiration for her own apartment. “I viewed it almost as Google Street View for inside homes,” she says. Schwulst began saving images that appealed to her and posting them on a Tumblr called “Modern Life Space.” But she had a creeping feeling something was happening across the platform. “The Airbnb experience is supposed to be about real people and authenticity,” Schwulst says. “But so many of them were similar,” whether in Brooklyn, Osaka, Rio de Janeiro, Seoul, or Santiago.

There was the prevalence of mass-produced but tasteful furniture, for one. “It’s kind of an extension of Ikea showrooms,” she says. But the similarities went beyond mass-production. The ideal Airbnb is both unfamiliar and completely recognizable: a sprinkling of specific cultural symbols of a place mixed with comprehensible devices, furniture, and decoration. “It’s funny how you want these really generic things but also want authenticity, too,” Schwulst says.

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