Photo Credit: Monos
Monos, the Canadian travel and lifestyle brand known for its minimalist design and commitment to mindful travel, has opened its most ambitious U.S. flagship in SoHo, New York. Located at 120 Mercer Street, the stunning new space brings Monos’ signature collection of luggage, bags, and travel accessories to one of the world’s most iconic shopping neighborhoods. Designed by Belgian architect Bernard Dubois, the flagship embodies the brand’s elevated approach to design and storytelling, offering visitors a serene escape in the heart of the city.
“Opening in New York represents a moment of maturity for Monos. It’s a sign that we’ve earned our place among brands that value depth over noise,” said Victor Tam, co-founder and CEO of Monos. “From day one, Monos was never just about luggage, but about how people move through the world.
This flagship is an extension of that idea—more than just a place to shop, it’s a cultural hub that celebrates travel, connection, and creativity.” Tam added, “New York is the perfect canvas for the next chapter of our brand. We want travelers to discover the space and have Monos become a highlight of their trip—something they carry with them wherever they go.”
The opening comes at a defining moment for Monos, following an extraordinary year of growth and creative evolution. In 2025, Monos became the first North American luggage company to achieve B Corp certification, reinforcing its dedication to sustainability and ethical business practices. The brand also launched its first aluminum range in a global campaign featuring two-time Academy Award winner Adrien Brody, further cementing its status as a design-driven lifestyle company.
Recent store openings in Boston, Los Angeles, and Chicago have expanded Monos’ physical presence, with the brand now serving customers in 56 countries and selling a piece of luggage every 10 minutes. With over 75% of its sales coming from the U.S., Monos’ new flagship in SoHo underscores its growing influence in one of its most important markets.
Architect Bernard Dubois, celebrated for his ability to blend architectural rigor with emotional depth, designed the Monos flagship as a contemplative and immersive environment. Guided by Monos’ design principles of subtle surrealism and quiet ceremony, the space invites visitors to slow down and reflect before the products even come into focus.
“Reminiscent of ancestral architecture, this brick pavilion could have existed as a folly or a theatre in a park, but was born inside another building instead,” Dubois shared. “The tension and dialogue between the host building and the pavilion is the defining feature of the project.” Inside, monumental stone volumes and sculptural brickwork create a space that feels both monumental and meditative, offering a serene counterpoint to the rhythm of New York City.
“Our stores always begin from the same idea—to create a feeling of stillness, a place slightly apart from the everyday,” said Hubert Chan, co-founder and CCO of Monos. “The journey through the store is transportive but unhurried. Every element is designed to invite reflection and presence before products even come into focus. Bernard brings a distinct architectural language—both disciplined and emotionally expressive—and weaving his vision with the Monos brand was a natural fit.”
To celebrate the opening, Monos is showcasing its co-designed Brooklyn Coachworks × Monos Land Rover Defender 90, finished in Arles Blue to match the brand’s limited-edition luggage capsule. The vehicle features handcrafted saddle-brown leather interiors and refined design details inspired by Monos’ timeless aesthetic.
Parked outside the SoHo flagship during opening weekend, the restored Defender will be part of an exclusive sweepstakes, offering guests a chance to win the vehicle, a Monos luggage set, and a trip for two to New York. The giveaway runs through November 27, with double entries awarded for all in-store purchases made before November 2.
Opening weekend festivities on October 25 and 26 will include exclusive activations such as free bags and travel accessories for the first 100 guests in line each day, complimentary BIGFACE iced lattes, and limited-edition Monos x Brooklyn Coachworks keychains for purchases over $300. Guests will also be invited to send handwritten messages on New York-inspired postcards and explore Monos’ award-winning range of luggage and travel essentials while experiencing the brand’s mindful approach to design and storytelling.
Photo Credit: Monos
Monos’ New York flagship marks a new chapter in the brand’s evolution—one that bridges travel, architecture, and culture through spaces designed to inspire connection and reflection. As the brand continues to expand globally, its SoHo store stands as both a milestone and a symbol of Monos’ guiding belief: that the journey itself is as meaningful as the destination.