10 YEARS of Iconic Concierge Magazine: An Iconic Journey
Well… here we are. Issue #40 of Iconic Concierge Magazine, and our 10th anniversary.
Somehow, what started as a simple, spark-of-the-moment idea—“there should be a cool lifestyle magazine here”—has evolved into forty editions, thousands of pages, countless adventures, and enough memories to fill far more than just this feature.
It all began in early 2016. Olaf—who was already producing a lifestyle magazine in the Okanagan alongside automotive magazines for both the Interior and Vancouver Island—was spending more and more time immersed in Vancouver’s thriving car community, joining rallies and regional automotive events. It was there that he connected with a group of like-minded entrepreneurs and business owners who threw down a challenge: bring those publishing skills to the city and create something completely different.
Not just another lifestyle magazine, but something that zeroed in on what men love: supercars, luxury travel, incredible hotels, fine dining, beautiful watches, fashion and yachts. An incredibly appealing concept, but as a relative newcomer to the Vancouver scene, Olaf knew he needed local expertise, and that’s how the DreamTeam was born. A curated group of advisors from different industries, from automotive to fashion, helping shape the vision and bring it to life.
A few short months later, that vision became reality. In June 2016, the very first edition of Iconic Concierge – The Luxury Lifestyle Magazine for the Affluent Gentleman went to print with a cover that deserves a story of its own. Looking for a single, powerful image to sum up the magazine’s DNA, our very first clients stepped up to make absolute magic happen. Aurora Private Jets flew in one of their signature aircraft from the East Coast, McLaren Vancouver delivered their top-tier supercar, and luxury fashion retailer Leone dressed our inaugural cover model, entrepreneur Robbie Dickson, in a $40,000 designer leather jacket. Epic. Iconic.
Our official launch party followed at Gastown’s Gasthaus Restaurant. There were supercars lining the cobblestones outside, award-winning culinary creations inside, and plenty of excitement mixed with a healthy dose of “We really hope people actually like this.”
Thankfully, they did. By July 2016, Iconic Concierge was appearing in luxury hotel suites, private clubs, premium retailers, high-end automotive dealerships, and the homes of thousands of readers across British Columbia. The response was overwhelming.
In fact, we even received a rather unique complaint. Many women loved the magazine just as much as the men—but “politely” suggested that our tagline shouldn’t be exclusive to the gentlemen. Message received. Before long, our tagline evolved into today’s “The Luxury Lifestyle Magazine for the Discerning Connoisseur,” and it has remained that way ever since.
Looking back, Iconic Concierge has been an incredible privilege to build. Let’s be honest—it has opened doors and created opportunities we could only have dreamed of back in 2016. Together, we’ve travelled to more than 20 countries, checked into some of the world’s finest hotels, visited unforgettable restaurants, and met some of the best chefs and mixologists on the planet. We’ve been invited to drive everything from supercars to luxury SUVs, flown aboard helicopters and private jets, covered international events, and, most importantly, told the stories of remarkable people. Many of those editorial encounters have turned into lifelong friendships.
Looking back through forty editions was equal parts nostalgic and entertaining. There were glamorous moments, unforgettable trips, behind-the-scenes chaos, deadlines that somehow worked out, and more than a few stories that are probably best left untold. And yes—even during a global pandemic—we missed just one edition.
Through it all, one thing never changed: the people.
Our incredible DreamTeam. Our loyal advertisers and partners. And, of course, you—our readers. Your support, trust and enthusiasm have reminded us why this magazine exists in the first place.
So, thank you. Thank you for reading. Thank you for believing in what Iconic Concierge set out to become. Thank you for joining us on this incredible ride.
Now, enough looking back.
There are still roads to drive. Hotels to discover. Watches to admire. Destinations to explore. Stories to tell.
Because the best stories are still waiting to be written.
