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[ù] ŰB () Magazine B, Ű
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ڵ [ISSN] :   nois-0115
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( 02-6412-0125~8)




About the Issue


Welcome to the 72st edition of B.


I occasionally walk around and observe the state of our staff members desks. For 

most of us, our work desk is not only where we spend most of our time throughout

the day, but its a personal space thats not exactly private. Therefore, people dont 

usually place precious and expensive objects or things that require a lot of careful 

maintenance on their work desks. But you still need something that says me. I 

think people who work in a creative industry, in particular, will agree with this to a 

certain extent. Using or looking at a certain object can help us momentarily clear

our heads and give our brains a respite from work. The same is true for my work

desk, from which Im writing these very words. A lot of objects catch my eye: mini 

candles, decorative knickknacks that fit in the palm of my hand, chocolates and 

mints in well-designed cases, and local brand post-its and lip balms from my 

travels and business trips. Many of them are things I use every day yet are not 

irreplaceable. They offer a small morale boost in the same way a good cup of coffee

does. But more importantly, theyre all objects that can be used within a communal

office space without causing much distress.


Thats a bit like how I view the products of Hay, the living and lifestyle brand 

were focusing on in this issue. My first experience with Hay came in the form of a 

pair of gold-colored scissors displayed in a design shop somewhere in Europe. After

 that, I purchased various items here and there from different shops: clothes hangers 

in different colorful patterns, diamond-shaped steel trays, and toothbrushes where 

the bristles were the same color as the handle. Recently, I bought a few of their mini

notebooks designed in collaboration with Design Miami and a polypropylene

shopping bag. Whats interesting is that whenever I buy a Hay product, I dont 

think too deeply about its price, practicality, or taste. This is probably because their 

designs are actually quite eye-catching without being excessive, and their products 

arent expensive enough to make you ruminate over the opportunity cost. This not

only applies to their design products but their furniture as well. The inclusivity of 

Hays designs is what makes their chairs, tables, and shelves welcome in the homes 

of parents who have to make compromises for their kids or casual cafés and startups

who have limited budgets for their interiors. The Copenhagen locals we met who 

use their products also talked about Hays inclusivity. The Hay products they own 

go well with other objects in their homes, whether theyre more expensive or 

cheaper than Hays. Their products dont cower in the face of bigger names, but 

they also know how to lend the spotlight to the main character, making them like a 

friend you always want to have around. 


Were not the kind of people who need to own all the things we love. Of all their 

media interviews, this comment from Rolf and Mette Hay, Hay founder and 

creative director, is what hit closest to home for me. It also hints at many other

things. In a life where we always have to use our time and money sparingly, we 

cant always make the best decision or take first place all the time, because being

first takes a lot of information and energy. The moments where we have to settle 

for second or third are much more common in life than we realize. This also means 

that a brand doesnt necessarily have to aim for its product taking the number one

spot. There are a lot or opportunities in being able to provide an appealing

alternative. In the realm of lifestyle and home living, including furniture, the gap 

between high-end and mainstream brands has been especially large. Hay realized

this and established itself as a unique alternative without imitating or supplicating to

high-end brands; occasionally, that alternative has even surpassed the number one 

player. An increasing wealth of brands, spaces, and experiences that offer a second 

or third option after the number one equates to an increased quality of life. In this 

respect, I dont think itd be far stretched to say that Hay contributes to the 

happiness index, just like its home city of Copenhagen has. While exploring the last

brand well cover in 2018, we hope our readers will be able to reflect on the things

and experiences that increase their own happiness index. 


Eunsung Park

Content & Editorial Director



  ŰB () Magazine B, Ű

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  ͷ ٶϴ. ( 02) 6412-0125~6 / nice@nicebook.kr)



    











Table of contents

 

02 Intro

 

09 Editors Letter

 

12 Into the City

Six creators based in Copenhagen discuss Danish design and

Hay

 

18Opinion

Anthony Aconis, brandingexpert

 

22 Scenes

A beginners guide to drone terminology and regulations

 

28In Hay House

Hays flagship store located in Copenhagens largestcommercial district 

 

34Values

Six keywords and products that represent Hays designphilosophy

 

44Opinion

Ronan & Erwan Bouroullec,designers

 

50Collaborators

Hays design philosophy seen through various collaboration works

 

58Exploration

Brand orientation reflectedin Hays market-conceptkitchenware collection

 

66Opinion

Dan Stubbergaard, founder and creative director of Cobe Architects

70Habitat

Hay products in homes and offices of Hay lovers

 

86 Fun & Functionality 

 

96Brand Story

Hays growth story and its proposition of new Danish design

 

104Manufacturing

The ideal balance of quality and price achieved through Hays manufacturing process

 

108Headquarters

Hays Copenhagen office in charge of the brands creative side

 

112Expansion

Hays partnership with Herman Miller signals full-scale expansion into North America

 

114Legends

Hays design foundation laid by prominent designers of 20th century Denmark

 

118Interview

Rolf & Mette Hay, cofounders of Hay

 

122Figures

Denmarks furniture market and Hays growth seen through numbers

 

123References

 

125 Outro













 







 

Table of contents

 

02 Intro

 

09 Publishers Note

 

12 Headlines

Major media reports highlighting the significance of drones

 

16Into the Market

DJIs flagship stores built as a means to popularize new technology

 

20In the Manual

A beginners guide to drone terminology and regulations

 

26Opinion

Roland Siegwart, professor of autonomous systems at ETH Zürich

 

30Chronicle

The worlds first commercial drone and its design evolution

 

34Beginning

A lineup of recreational drones designed for user convenience

 

42Software

DJIs goals seen through the specialized software in each drone model

 

48Opinion

Sangrae Jo, CEO of the online startup media platform Platum

 

52Users

People utilizing DJI products in their own individual ways

 

60Brand to Brand

Other tech products owned by DJI drone users

64Opinion

JaehwanJeong, professional aerial cinematography director

 

68Advanced

A lineup of professional drones designed to capture the most immaculate images

 

76Industry

DJIs strong suits as testified by people in the video industry

 

84Extension

Practical uses of drones in various fields

 

100Brand Story

DJIs growth as the Apple of the drone industry

 

106Insiders

Paul Pan, Product Manager at 118 DJI, and Natasha Gray, Senior Communication Manager forEnterprise at DJI

 

110Made in Shenzhen

How the development plan for Shenzhen has motivated the growth of Chinese enterprises

 

114Partnerships

DJI creates a new industrial ecosystem through partnerships

 

118In the Media

Scenes from movies, television, and commercials filmed using drones

 

122 Figures

The growth of DJI and the global drone industry in numbers

 

123References

 

125 Outro


 













 







 

Table of contents

 

02 Intro

 

09 Publishers Note

 

12 The Dream Car

Admirations of Porsche and 24 their praise-worthy features

in the media

 

16 Meet the Drivers

The value of the Porsche brand as testified by the members of the Porsche Club of America

 

20 Opinion

Karl-Heinz Volz, Head of Customer Center Individualization

 

24 Personalization

Step-by-step process of custom Porsche manufacture at Porsche Exclusive

 

30 Origin

The high-performance components hidden inside the body

 

36 Engineering

Eight key elements that characterize Porsche engineering

 

44 Opinion

Jinpyo Kim, Coach of Kumho Tires Ecsta Racing Team

 

48 Attraction

The brand as experienced by Porsche owners

 

58 Lifestyle

Stylish elements found in the personal spaces and lifestyles of Porsche owners

 

64 Opinion

Alexander E. Klein, Classic Car Collection Manager, Porsche Museum

 

72 In California

The status of Porsche and the car culture in the automotive mecca of Southern California

 

86 In Tokyo

Porsche culture in Tokyo, the city of aficionados

 

104 Brand Story

Why Porsche has become the worlds most desired sports car

 

112 Porsche Design Studio

21st-century brand imaging and the future of dealerships seen through the Porsche Design Studio in Milan

 

116 Insiders

The Porsche philosophy, people, and design defined by the insiders at Porsche

 

120 Talks

The secret to Porsches success as told by automotive journalists

 

124 Interview

Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG

 

128 Figures

The glory days of Porsche and the scale of its current success seen through numbers

 

131 References

 

133 Outro


 













 







 

 

Table of contents

 

02 Intro

 

09 Editors Letter

 

12 Perspectives

Four distinct perspectives on Maison Kitsuné

 

16 Exploration

Maison Kitsuné boutiques in Paris, Tokyo, and Seoul

 

22 Opinion

Gildas Loaëc, Cofounder and Creative Director of Maison Kitsuné

 

26 Label

The origin of Maison Kitsuné, the ever-expanding music label Kitsuné

 

34 Companions

Maison Kitsuné testimonies by those who witnessed its birth

 

40 Workshops

Artists who have redefined the parameters of the brands visual identity

 

48 Opinion

Alice Pfeiffer, fashion journalist and sociologist

 

52 Modern Parisien

Contemporary Parisians who discover inspirations for their work and style in the birthplace of Maison Kitsuné

 

62 Club Kitsuné

The natural and flexible lifestyles of Kitsuné fans

 

74 Opinion

Masaya Kuroki, Cofounder and Creative Director of Maison Kitsuné

 

80 Campaign

The brand campaigns tell spontaneous and fluid stories

 

84 Looks

The balance between classic and quirky in Maison Kitsuné apparel

 

92 Collaborations

Collaboration networks that bolster the brands presence

 

100 Kitsuné Vibes

Daily communication and connections happening at Café Kitsuné

 

108 Brand Story

Maison Kitsunés path of expansion from music to fashion to lifestyle

 

114 Keywords

Key elements that comprise the brand image

 

116 About Preppy

Preppy style seen in social contexts of each era

 

120 Atelier

Paris and Tokyo offices of Maison Kitsuné

 

126 People

Team members of Maison Kitsunés offices and cafés

 

132 Founders Favorite

The two founders tastes that became the basis of the brands sensibility

 

134 Figures

Maison Kitsunés business strategies and accomplishments in numbers

 

136 References

 

137 Outro

 











 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


 







 

Table of contents

 

02 Intro

 

09 Editors Letter

 

12 Impression

Kyoto seen through its scenery

 

18 Observers

Firsthand accounts on the beauty of Kyoto

 

22 Collected

Objects reminiscent of Kyoto

 

26 Overview

Sociocultural keywords and statistics that give a glimpse into the many sides of Kyoto

 

36 At Dawn

Waking up in Suiran, a Luxury Collection Hotel

 

42 Exploration

Walking courses in different areas that offer a taste of Kyoto

 

48 Coffee Culture

Kyotos cafés capture the ideal urban lifestyle

 

54 Dining Scene

Food industry experts describe the Kyoto dining culture

66 Local Tours

Traditional markets and bars encountered on local tours

 

72 Objects

Meaningful souvenirs picked up in Kyoto

 

74 Community

Kyotos tradition and originality found in communities that carry on family legacies

 

88 New Wave

New potential seen through the creators and innovators pushing local boundaries

 

96 Art Platform

Kyotographie celebrates Kyotos openness and respect for art

 

100 At Dusk

The Four Seasons Hotel Kyoto with a romantic nighttime garden

 

104 Understated

Colors found in Kyoto

 

112 Settlers

People from diverse origins speak about their lives in Kyoto

 

116 Harmonized

Global brands that embrace Kyotos unique sensibilities

 

122 Where to Go

Places to visit in Kyoto listed by different categories

 

128 References

Books with comprehensive accounts on Kyoto

 

133 Outro


 




 








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