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Á¤°£¹°ÄÚµå [ISSN] :   nois-0115
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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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¸Å°ÅÁøB (¿µ¹®ÆÇ) Magazine B, ¸Å°ÅÁøºñ - 2018. 01                    




¡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

 









[ºê·£µå´ÙÅ¥¸àÅ͸®] BUSAN (¿µ¹®)   2023³â 09¿ù


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.














 




[Ãâó] ¸Å°ÅÁøB (¿µ¹®ÆÇ) Magazine B, ¸Å°ÅÁøºñ (2023³â 09¿ù)
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¸Å°ÅÁøB (ÇѱÛÆÇ) Magazine B, ¸Å°ÅÁøºñ
  


¸Å°æ ÀÌÄÚ³ë¹Ì Economy
  


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µ¿¾Æ ºñÁî´Ï½º¸®ºä(DBR : DongA Business Review)
  


ÀÌÄÚ³ë¹Ì ÀλçÀÌÆ® Economy Insight
  










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