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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 71st edition of B.


Toward the end of each year, I often
find myself reciting the digits of the upcoming year in my head. With less than
two months left of 2018, I cant help but get hung up on the surreal sound of
the number 2019 every time I say it out loud. Its probably because this
bizarrely futuristic number—a year depicted in the movies and shows as the
future when I was a child— is now staring right at me from my desk calendar.
After all, the future in the 1982 film Blade Runner was the year 2019 and the
future visited by Martyin the 1989 film Back to the Future Part II was three
years ago in 2015. As someone who has made it to this distant future, Ive come
to realize that there are many forces trying to push forward and still many
fighting to maintain the existing order. The disparity between the future
scenes in those movies and the reality of today may be due to technological
limitations orthe lack of technological commercialization, but it could also be
that radical ideas not speaking to the emotional needs of humans have naturally
fallen to the wayside. Through trends and progressions over time, weve
experienced that sometimes, leading the way too fast is equally as concerning
as falling too far behind.


In that sense, the brand of this
month, DJI, is more than qualified as a brand offering a product of the
future. Since its foundation in 2006 in Shenzhen, China, DJI has taken over 70
percent of the drone market share, surpassing all competition to reachthe top.
But whats really remarkable is the fact that their growth and development is
firmly based ontheir interaction with the end users. Drones have infinite
scalability in terms of technical definition, functional spectrum, and utility
value. Originally developed for military purposes, drones are now used in
various fields: industrial drones for agriculture and surveying, professional
drones for media and film, and recreational drones for personal entertainment.
DJIis lauded particularly for successfully transforming drones into popular
products that users can relateto as a hobby, much like audio systems or
cameras. Founder Frank Wang is a graduate of Hong Kong University of Science
and Technology who persistently pursued research on automatic flight control
systems to eventually turn DJI into a company with original drone technology
and patents. The company is obviously rooted in technology, and theyre still
very much devoted to R&D, but they have also adopted flexibility as a way
to channel that intensity. As one employee said in a media interview, DJI has
always thought up ways to make it easier for more people to approach and use


Easy has become a great virtue in
our time. We see more and more cases where the down-to-earth guy next door
steals the limelight over the behind-the-scenes genius, where a street brand
thats not afraidto make fun of itself draws more attention than an exclusive
luxury brand. DJI seems to have cleverly mastered the art of taking center
stage. Read through the interviews of DJI users in this issue, and youll find
that everyone from novice to expert expresses their satisfaction about the easy
operation, simple structure, and reasonable price of DJI products. DJIs
Phantom, launched in 2013, was the first out-of-the-box drone that let users
skip the assembly process entirely and start piloting right away. The Mavic, a
foldable drone, and the Spark, a palm-sized mini drone, which were successively
released after the Phantom, won overthe public, penetrating their way into the
realm of everyday life. Another one of DJIs key strategies was design: the
neat appearances of the drones appealed to even the most non-tech-savvy people
with little to no understanding of drone mechanics.


DJIs success can be explained by the
key conceptof communication technique. The reason brandslike Apple, Marvel,
and Nike infallably lead the packis because they have a brand language everyone
can easily understand. They are able to take serious issues like race relations
or the origin of mankind and create them into intriguing visuals, or take
professional sports gear and technology and turn them into a form of cultural
commentary or entertainment. Looking at their products, we see that DJI has
taken a similar path as well.


Eunsung Park

Content & Editorial Director

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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



Roland Siegwart, professor of autonomous systems at ETH Zürich



The worlds first commercial drone and its design evolution



A lineup of recreational drones designed for user convenience



DJIs goals seen through the specialized software in each drone model



Sangrae Jo, CEO of the online startup media platform Platum



People utilizing DJI products in their own individual ways


60Brand to Brand

Other tech products owned by DJI drone users


JaehwanJeong, professional aerial cinematography director



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



DJIs strong suits as testified by people in the video industry



Practical uses of drones in various fields


100Brand Story

DJIs growth as the Apple of the drone industry



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



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




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



Table of contents


02 Intro


09 Editors Letter


12 Moments

Guest impressions of each Hoshinoya location


16 Opinion

Kengo Kuma, Architect


20 Locations

Regional charms and characteristics of the six Hoshinoya locations


24 Inner Space

Hoshinoyas evolution seen through its early locations


36 Manual

Hoshinoyas succession and improvement of the Japanese ryokan


38 Activities

Exclusive experiences of regional and seasonal beauty offered at Hoshinoya


40 Opinion

Deanna Ting, Senior Hospitality Editor at Skift


44 Global Scenes

Experts speak on luxury accommodation trends in major cities worldwide and noteworthy brands


50 Experiences

Lifestyle brands that share Hoshinoyas contemporary philosophy


60 Opinion

Rie Azuma, Architect, and Hiroki Hasegawa, Landscape Architect


64 Remaking Ryokan

How Hoshinoya Tokyo recreated traditional ryokan into a contemporary genre


72 Omotenashi

Hoshinoyas distinct guest service philosophy derived from ryokan traditions


76 Redefining Tradition

People who are redefining Japanese tradition in their own ways


86 Signature Dining

Head chefs of three locations reveal Hoshinoyas culinary philosophy


90 Regional Essence

Japans regions as reflected in Hoshinoya Tokyos amenities


94 Gentle Silence


102 Brand Story

History of Hoshino Resorts: From a hot spring ryokan to a Japanese resort market leader


108 Karuizawa

The spirit of Karuizawa in Nagano, the home of Hoshino Resorts


110 Brand Collection

The distinctive brands that make up the Hoshino Resorts family


118 Untold Stories

Literary figures who found quietude and inspiration in ryokan culture


120 Interview

Yoshiharu Hoshino, CEO of Hoshino Resorts


124 Figures

Ryokan and the luxury travel market seen through numbers


127 References


129 Outro

Ⱑ ϴ.


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