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¡á About the Publication
Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand¡¯s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.
¡á About the Issue
Welcome to the 96th issue of B.
Back in 2018, when B revisited Seoul, the capital city of Korea, to put out a second edition, we talked about what city would be the best for the city issue besides Seoul. Many of our editors—including me—thought of Busan, the second largest city in Korea, and Jejudo Island for its breathtaking natural landscapes. Five years later, we wound up doing an issue that features Busan. Of course, we were drawn to Jejudo Island because it embodies the idea of rest and relaxation, but truthfully, we were more curious about Busan¡¯s many faces beyond the beaches and tourism. I myself visit the coastal city every year and always feel like moving there whenever I go, so it is obvious that the port city 400 km south of Seoul has some kind of magnetic allure.
Each time I arrive at Busan Station and taxi to Haeundae to get settled in—I¡¯ve done this so many times I don¡¯t dare to even try to count—I find myself mesmerized by the landscape of the piers as I look out the car window. Not until rows of shipping containersand towering cranes catch my eyes do I feel like, ¡®Ah! Finally, I¡¯m in Busan.¡¯ It feels like passing through immigration. Maybe because of the unique layout of port cities, I have always assumed that Busan was bigger than Seoul. Maybe it is the impression that you can only get from the second- or the third-largest cities. Apparently, it is the norm that the nation¡¯s largest city—the capital city in an administrative and economic sense—naturally chases ideas like ¡°global standards¡± and ¡°cosmopolitanism.¡± Despite the never-ending changes inarchitecture, culture, and commercial districts that seem to pop up overnight, capital cities always feel rather mediocre when all things are said and done. That might explain why I have recently heard globe-trotters grumbling that there is nothing special out there. Everything is already in Seoul.
But Busan has staved off this rather imminent phenomenon of standardization. Of course, the city boasts a good number of flagship stores by globalbrands, inventive and fancy restaurants, and uniform- like styles that hipsters wear, but these elements
do not shape the visitor¡¯s impression of the city. Rather, Busan¡¯s cultural elements—embedded in the clothing, food, and architecture—forge a distinctive locality in its raw state, emerging through the cracks between the well-developed infrastructure that is essential for a big city to survive. The essence of Busan that B captured for this issue also centers on the people, the products, and the companies that add contemporary twists to local tradition. From Momos Coffee¡¯s Jooyeon Jeon, who triumphantly sprang up from the local specialty coffee scene and on to the global stage; and Balansa, a fashion brand whose contemporary chicness is no less superb than Seoul- born rivals; to Gentz Bakery, which strives to retaina sense of ¡°Koreanness.¡± All these players generated cultlike followings locally and received offers to expand to Seoul. (Usually, it happens the other way around.) In a city where not even one of Korea¡¯s top 100 companies has its headquarters, it is a feat thatlocally grown creativity translates to business acumen, resulting in phenomenal success.
The potential of Busan, I opine, lies with innovative small business owners, though they are wildly outnumbered by their counterparts in Seoul. Indeed, the Busanites B met say that the city¡¯s potential isin the hands of the people who grew up in Busan,far from Seoul and close to the door to the outside world. Busan has constantly grappled with internal and external forces due to its geographical position and historical events, like outsiders coming and going, refugees from the Korean War rushing in. Even still, it seems that Busan has the most fertile soil to cultivate new contemporary ideas. This may be why I as a land dweller, born and raised in Seoul, always envy people who live near water—and where they come together, in Busan.
Eunsung Park
Editor in Chief
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¡á Table of contents
02 Intro
09 Editor¡¯s Letter
12 Overview
The current trends and influences of Ikea over the last 10 years noted by the media
16 A Walk through the Town
The meaning of residence observed through the daily life of Västrahamnen in southern Sweden
22 Home Visit
Ikea users in different cities talk about their homes
34 Opinion
Lydia Choi-Johansson Intelligence Specialist, Inter Ikea Systems
38 Life at Home Report
The Life at Home Report, inspired by everyday lives in homes across the world
42 Prototyping
Visit the Prototype Shop, where Ikea designs are refined
48 Opinion
Sara Kristoffersson Professor at Konstfack University College of Arts, Crafts, and Design
52 Lineup
Eight key concepts and product lines that highlight Ikea¡¯s philosophy
62 Values
Four principles that make Ikea an unrivaled brand
66 Do It Yourself
A beginner and a veteran tackle the DIY assembly process
72 Into the Studio
Ikea Communications, where all of Ikea¡¯s images are made
78 Catalog
The Ikea catalog, read by more than 200 million consumers in 35 languages
80 Store Visit
The strategies and characteristics of Ikea stores
86 Tasting the Moment
Ikea¡¯s food operations reflect the identity of its birthplace
90 Swedish Table
Recipes made with ingredients sold at Ikea
94 Interiors
Homes and commercial spaces decorated with Ikea products
104 Inside Space10
Space10, a research lab for innovation of life and home established by Ikea¡¯s outside investment
110 Opinion
Carla CammillaHjort Co-founder and Director, Space10
Simon Caspersen Co-founder and Communication Director, Space10
114 Labs
The evolving concepts of furniture through the works of four young designers
122 The Democratic Way
The Democratic Design Centre and the Hubhult office, designed for communication and interaction—the realization of both corporate and design philosophies
132 Brand Story
Smart brand strategy contributing to Ikea¡¯s growth
140 Ingvar Kamprad
The words of Ikea¡¯s founder that have become the guiding spirit of the brand
142 Test Lab
The values of democratic design are put to the test in the Ikea Test Lab
144 Statement
The Democratic Design Days where the Ikea communicates its visions
146 Collaborations
Four collaborations that reveal the brand¡¯s openness and future-oriented perspective
150 Market Study
Ikea¡¯s inroads into the Korean market as told by AndréSchmidtgall, Country Retail Manager, Ikea Korea, and Nicolas Johnsson, Country Marketing Manager, Ikea Korea
152 Interview
Marcus Engman Head of Design, Ikea of Sweden
156 Figures
Numbers and figures that show the global currents and brand values
159 References
161 Outro
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