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( 02-6412-0125~8)
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 brands hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.
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 Busans 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—Ive done this so many times I dont 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, Im 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 nations 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 visitors impression of the city. Rather, Busans 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 Coffees 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 Koreas 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 citys 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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02 INTRO
08 EDITOR'S LETTER
12 RETAIL
Modular furniture that opened up new horizons
22 OPINION: TYLER BRÛLÉ
The Monocle editor-in-chief maintains close ties with USM
28 IN OFFICES
The USM modular system makes a big splash in workplaces
38 IN PUBLIC PLACES
USMs timeless design blends seamlessly into public spaces like schools, libraries, and museums
48 OPINION: LAURENT CROCHET
Head of USM France strives to deliver the brands values to the public
54 IN MÜNSINGEN
The city where the Swiss furniture brands philosophy took root
56 FUNCTIONALISM
Introducing the first modular furniture, born in a factory that values aesthetic functionalism
64 HALLER SYSTEM
Key elements and accessories that comprise the Haller modular system
72 CUSTOMIZATION
USMs extensibility and reconfiguration make the units highly responsive to individual needs
78 OPINION: RODOLPHE PARENTE
Designer Rodolphe Parente adds distinctive character to space, just like USM furniture
82 IN HOMES
Loyal USM customers use space as a canvas for expressing their unique lifestyles
110 LONGEVITY
The USM headquarters epitomizes the brands key values
116 BRAND STORY
USMs growth story paves the way to indefinite design possibilities through simplicity
122 DIGEST
Data that proves the brands business identity and profound influence
124 CONFIGURATION
Customer reviews of the Haller modular system
126 INTERVIEW: ALEXANDER SCHAERER, THOMAS DIENES, ANDREW WITTMAYER
USMs fourth CEO Alexander Schaerer, Product Development Director Thomas Dienes, and Sales Director Asia Pacific Andrew Wittmayer talk about the brands tradition and innovation
134 SHOWCASE
A glimpse at showrooms embodying the multiple-layered feature of modular furniture
138 SWISS DESIGN
USMs functional aesthetics examined in terms of Swiss design
142 CASES OF MODULARITY
Characteristics of the USM modular system that present new value to the market
148 REFERENCES
Books, videos, and websites that explore the brands identity
151 OUTRO
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