조수용  | REFERENCE BY B

18,420원  | 20241110  | 9791193383193

좋은 감각을 지니려면, 디자인을 잘하려면, 더 나은 브랜드를 만들려면 어떻게 해야 하는가 ‘일’하는 사람의 섬세한 ‘감각’ 탐구 조수용의 첫 단독 에세이 한 호에 하나씩, 균형 잡힌 브랜드를 선정하여 그 철학과 감성, 이야기를 소개하는 매거진 《B》의 발행인 조수용의 에세이 《일의 감각》이 출간되었다. 《일의 감각》은 조수용의 첫 단독 저서로, 처음 일을 시작했을 때부터 지금까지 어떤 마음으로 일해왔는지, 디자이너에서 크리에이티브 디렉터, 회사의 대표로 책임의 범위가 넓어지는 동안 어떻게 중심을 잡고 감각을 키워왔는지 그가 진행했던 프로젝트들을 통해 이야기하는 책이다. 조수용은 네이버의 브랜드 마케팅과 디자인을 총괄하고 카카오 공동대표를 지낸 디자인과 브랜드 전문가이다. 네이버의 초록 검색창을 디자인했고, 무료 서체인 ‘나눔글꼴’ 캠페인과 신사옥 ‘그린팩토리’의 기획을 맡았으며, JOH를 설립한 후에는 매거진 《B》의 창간뿐 아니라 영종도 네스트 호텔, 광화문 D타워의 공간을 기획하고 복합문화공간 사운즈 한남을 만드는 등 다양한 분야를 넘나들며 일을 해왔다. 디자인과 브랜드가 결합한 프로젝트를 성공적으로 해내며 ‘감각이 좋은 사람’으로 통했지만, 그 평판의 수면 아래에는 잘하고 싶은 마음과 도전하는 태도, 선택이 어려운 순간에도 최선의 결정을 고민하며 쉼 없이 발을 움직였던 시간이 차곡차곡 쌓여 있다. 이 책에서 조수용이 일에 대해 이야기하기 위해 정리한 다섯 가지 단어는 다음과 같다. 공감, 감각, 본질, 브랜드, 나로서 살아가는 나. 각 장의 제목이기도 한 이 단어들에는, 저자가 32년간 크리에이티브 영역에서 일하면서 트렌드를 좇기보다는 현상 너머에 자리한 본질을 파악하기 위해 노력했던 시간이 담겨 있다. 책에는 커리어의 변곡점마다 각종 매체와 나눈 세 번의 인터뷰도 실려 있으며, 그가 일하는 방식과 브랜드에 대한 고찰을 보다 입체적으로 들어볼 수 있다. 서비스 기획자나 디자이너, 마케터뿐 아니라 어디서든 감각을 발휘해 일하고자 하는 독자라면 이 책이 친절한 안내자가 되어줄 것이다.

매거진 B 편집부  | 비미디어컴퍼니 주식회사

23,750원  | 20250618  | 9791193383278

ASICS originated from Onitsuka Tiger, a footwear brand Kihachiro Onitsuka established in 1949 to raise the morale and spirit of Japanese youth. Guided by a Roman poet’s verse, “A Sound Mind In A Sound Body,” the sportswear company has developed revolutionary footwear features including an outsole inspired by octopus suction cups, ventilation systems for breathability, and a proprietary GEL™ technology to improve shock absorption.

매거진 B 편집부  | 비미디어컴퍼니 주식회사

21,600원  | 20250616  | 9791193383261

아식스는 1949년 오니츠카 기하치로가 청소년들의 삶에 활력을 불어넣고자 일본 고베에 설립한 스포츠 신발 브랜드 ‘오니츠카 타이거’에서 시작합니다. 고대 로마 풍자 시인의 잠언 ‘건강한 신체에 건강한 정신이 깃든다’에 입각해 문어 빨판에서 착안한 아웃솔, 신발의 공기 순환을 위한 통풍 시스템, 충격 흡수 소재인 젤 등 원천 기술을 개발하며 혁신을 일궈왔습니다. 덕분에 1960~1970년대에 걸쳐 마라톤을 포함한 여러 종목에서 이들의 제품을 신은 올림픽 메달리스트들을 배출하게 됩니다. 1990년대 이후 침체를 겪기도 했지만, 내부 R&D 조직 스포츠과학연구소를 중심으로 실험과 개선에 집중하며 ‘메타스피드’ 등 달리기 전용 모델을 출시해 명성을 되찾습니다. 더불어 ‘스포츠스타일’로 일컫는 라이프스타일 라인을 신설해 퍼포먼스 신발의 미학을 스트리트 패션에 성공적으로 이식하면서 협업 파트너인 유수 브랜드는 물론, 젊은 세대에게 큰 지지를 얻고 있습니다.

매거진 B 편집부  | 레퍼런스 바이 비

17,100원  | 20250121  | 9791193383216

"당신은 어떤 일을 하는 사람입니까?” “어떤 생각으로 그 일을 합니까?” "잡스(JOBS)’는 브랜드 이야기의 확장판입니다. 매력적인 브랜드에는 자신만의 직업의식을 지닌 매력적인 사람이 있고, 일에 대한 태도와 가치는 곧 브랜드의 철학과 정신으로 자연스레 연결됩니다. 사람을 중심으로 일과 삶의 이야기를 담아낼 ‘잡스’는 이 시대의 직업인과 나눈 가장 생생한 대화를 인터뷰집 형식으로 전달합니다. 에디터, 셰프, 건축가, 소설가, 코미디언에 이어 2025년 1월, 여섯 번째 직업으로 영화감독을 조명합니다.

매거진 B 편집부  | 비미디어컴퍼니 주식회사(제이오에이치)

21,170원  | 20240912  | 9791193383148

균형 잡힌 브랜드를 한 호에 하나씩 소개하는 브랜드 다큐멘터리 매거진이다. 브랜드가 지닌 철학은 물론 숨은 이야기와 감성, 문화까지 감각적으로 담고 있어 브랜드에 관심 있는 사람이라면 누구나 쉽게 볼 수 있다. 2011년 11월에 창간하여 지금까지 패션, 라이프스타일, 테크, 도시 등 90여 개의 브랜드를 전 세계에 소개해왔다. (www.magazine-b.com)

매거진 B 편집부  | 비미디어컴퍼니 주식회사

23,750원  | 20240912  | 9791193383155

Amid the waves of numerous brands sweeping the globe, B shares its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well- balanced brand by four standards-beauty, practicality, price, and philosophy-B offers unique insights and in-depth analysis of one well- balanced brand in one issue every month.

매거진 B 편집부  | 비미디어컴퍼니 주식회사(제이오에이치)

17,000원  | 20240123  | 9791193383063

균형 잡힌 브랜드를 한 호에 하나씩 소개하는 브랜드 다큐멘터리 매거진이다. 브랜드가 지닌 철학은 물론 숨은 이야기와 감성, 문화까지 감각적으로 담고 있어 브랜드에 관심 있는 사람이라면 누구나 쉽게 볼 수 있다. 2011년 11월에 창간하여 지금까지 패션, 라이프스타일, 테크, 도시 등 90여 개의 브랜드를 전 세계에 소개해왔다. (www.magazine-b.com)

매거진 B 편집부  | 비미디어컴퍼니 주식회사(제이오에이치)

18,900원  | 20240319  | 9791193383094

■ About the Publication Amid the waves of numerous brands sweeping the globe, B shares its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well- balanced brand by four standards-beauty, practicality, price, and philosophy-B offers unique insights and in-depth analysis of one well- balanced brand in one issue every month. ■ About the Issue Welcome to the 97th issue of B. We are just barely into the New Year, but when I try to think of words I heard most frequently last year, dopamine comes to mind first. This hormone gets mentioned so much probably because both the supply and demand sides of the content market are endlessly in pursuit of more fun and more entertainment. In Korea, the market is often referred to as the “attention economy” or “addiction economy.” It has become the norm to quickly consume content and get validated through likes rather than slowly explore the nature of something. Against this backdrop, many creative industries have become more entertainment-driven, too; we are in an era when everything from fashion and make-up to news and knowledge must feel fun. Play has come to be synonymous with technology, content, and value. When it comes to entertainment, Disney is the golden child. There are many ways to describe Disney: the Magic Kingdom, a large media corporation, and a mega intellectual property mogul. However, if I had to pick one word that best describes the spirit of this 100-year-old company, it would be entertainment. “We have always tried to be guided by the basic idea that, in the discovery of knowledge, there is great entertainment-as, conversely, in all good entertainment, there is always some grain of wisdom, humanity, or enlightenment to be gained.” If what Walt Disney said here is true, the type of entertainment that Disney chases is nothing like the dopamine-driven one. Lifelong Disney fans often connect values like positivity, courage, optimism, happiness, and a sense of life to the type of entertainment Disney provides. Of these values, happiness is an important keyword for Disney. The company commits itself to bringing happiness to people of all ages through top-class entertainment. Though the word happiness is hard to interpret (and some doubt that it even exists), Disney has a wizard-like ability to manifest this abstract concept into tangible reality. Amid all the nuanced definitions of happiness, Disney’s idea of the emotion is closer to being in a state of feeling safe and secure, not a state of elation. The animations, films, and musicals, as well as the theme parks-the ultimate confluence of it all-separate and protect anyone who enters the world of Disney from elements that evoke negative feelings. Lifting people up with positivity and showing them that the world is worth living in, that they can fill their life up with good memories. This is the heart of the Disney mantra. The Disney sense of happiness started with classic animations like Mickey Mouse, The Little Mermaid, Aladdin, and The Lion King, and it now includes the acquired worlds of Pixar, Marvel, and Star Wars-all of which serve as the engine for Disney’s expansive worldview. And the soundtracks, books, merchandise, and theme parks continue to remind and reproduce that joy. This cycle, designed by Disney, works in interesting ways in people’s lifestyles: Some people might have been exposed to Disney as a child and then, after a period of cynicism in adolescence, were reminded of old memories and started to consume the content again in collage. Others might have been ambivalent to Disney until they became parents or grandparents and experienced the brand’s power for the first time later in life. In this tightly woven worldview, people get to meet Disney in different stages of life, and their impressions of the brand are all very different. I think this universal yet personal brand experience is the secret behind Disney’s success, a company that is 100 years in the making. Eunsung Park Editor in Chief

매거진 B 편집부  | JOH(제이오에이치)

11,500원  | 20210825  | 9791160361353

균형 잡힌 브랜드를 한 호에 하나씩 소개하는 브랜드 다큐멘터리 매거진이다. 브랜드가 지닌 철학은 물론 숨은 이야기와 감성, 문화까지 감각적으로 담고 있어 브랜드에 관심 있는 사람이라면 누구나 쉽게 볼 수 있다. 2011년 11월에 창간하여 지금까지 패션, 라이프스타일, 테크, 도시 등 80여 개의 브랜드를 전 세계에 소개해왔다.

매거진 B 편집부  | 비미디어컴퍼니 주식회사(제이오에이치)

18,000원  | 20230915  | 9791198305671

균형 잡힌 브랜드를 한 호에 하나씩 소개하는 브랜드 다큐멘터리 매거진이다. 브랜드가 지닌 철학은 물론 숨은 이야기와 감성, 문화까지 감각적으로 담고 있어 브랜드에 관심 있는 사람이라면 누구나 쉽게 볼 수 있다. 2011년 11월에 창간하여 지금까지 패션, 라이프스타일, 테크, 도시 등 90여 개의 브랜드를 전 세계에 소개해왔다. (www.magazine-b.com)

매거진 B 편집부  | 비미디어컴퍼니 주식회사(제이오에이치)

18,900원  | 20230915  | 9791198305688

Amid the waves of numerous brands sweeping the globe, B shares its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well- balanced brand by four standards-beauty, practicality, price, and philosophy-B offers unique insights and in-depth analysis of one well-balanced brand in one issue every month.

매거진 B 편집부  | 비미디어컴퍼니 주식회사(제이오에이치)

19,950원  | 20230913  | 9791198305664

About the Publication Amid the waves of numerous brands sweeping the globe, B shares its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well- balanced brand by four standards?beauty, practicality, price, and philosophy?B offers unique insights and in-depth analysis of one well- balanced brand in one issue every month.

매거진 B 편집부  | 비미디어컴퍼니 주식회사(제이오에이치)

19,950원  | 20230706  | 9791198305633

Amid the waves of numerous brands sweeping the globe, B shares its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well- balanced brand by four standards-beauty, practicality, price, and philosophy-B offers unique insights and in-depth analysis of one well- balanced brand in one issue every month. Welcome to the 94th issue of B. When we reorganize our closets as the seasons change, we often sigh a lot. Although we have a lot of clothes, we always think we have nothing to wear for the coming season. And we treat clothes from a year or two ago as mere objects devoid of all charm or vitality. But despite our closets full of storied failures, if you will, there are a few items that do endure: the clothes, bags, and accessories we wear most frequently. They are neither thrilling nor eye-catching, but they quietly do their jobs. Personally, I think of these as “attachment” pieces. Despite the literal definition of the word, attachment has some ambiguity. It is far from clear values like good or bad, perfect or imperfect, and economical or uneconomical. What we can describe as an object of attachment is, I think, something that is “just right for me.” Focusing on the right fit for yourself may change your whole perspective on clothing. In this regard, Barbour, the second brand introduced by B in 2023, is something people can really get attached to. Barbour customers-not only in its birthplace of Britain but also across the world in Korea and Japan-and Barbour employees say they have long cherished the brand’s products and will continue to do so for years to come. Case in point: It is not unusual for Barbour enthusiasts to wear well-maintained waxed jackets for 10 or 20 years. There is definitely a difference between being a consumer and being a fan, and Barbour’s fandom, quiet yet strong, has been built on trust and faith. At the center of the fandom is the waxed jacket, which serves as sort of a tangible origin myth for the brand. Workwear for fishermen and laborers in North East England a hundred years ago, leisurewear for royalty and aristocrats who enjoyed hunting and horseback riding, and fashion apparel for celebrities and rock stars at music festival-Barbour has dynamically added to its history for each new era. Although functionality and durability are frequently used words to describe the brand, it is rather far- fetched to call Barbour a functional clothing brand. Compared to the specifications of outdoor clothing, which is designed to endure extreme conditions, the functional details of Barbour feel more like “traces.” As mentioned before, the legendary Barbour jackets have represented the culture of a certain region or profession, and in a way, wearing the brand’s items are symbolic. It is similar that you still want to drive manual gear cars in an era when electric vehicles are commercialized. It is not only because they do their job as a tool, but also because they are meaningful as a small comfort that fills up time like a hobby and makes your life ricker. In this vein, founder John Barbour’s progeny-now in the fifth generation as Barbour company owners-seem to have flexibly changed roles between the innovative businessperson, the creative storyteller, and the traditional researcher. The biggest achievement has been the brand’s ability to expand its business while not undermining the authority of the prototypes. In an interview with B, Steve Buck, managing director of Barbour said that Barbour was able to thrive by “making people surprised in a way that is not shocking.” Likewise, Barbour Chairperson Dame Margaret Barbour once said the brand has revolutionized itself very carefully. If it is a uniquely British skill to be able to discover small things and give meaning to them while simultaneously respecting and adapting them to the times, the Barbour family has been doing their job wonderfully. Eunsung Park Content & Editorial Director

매거진 B 편집부  | 비미디어컴퍼니 주식회사(제이오에이치)

18,000원  | 20230626  | 9791198305619

균형 잡힌 브랜드를 한 호에 하나씩 소개하는 브랜드 다큐멘터리 매거진이다. 브랜드가 지닌 철학은 물론 숨은 이야기와 감성, 문화까지 감각적으로 담고 있어 브랜드에 관심 있는 사람이라면 누구나 쉽게 볼 수 있다. 2011년 11월에 창간하여 지금까지 패션, 라이프스타일, 테크, 도시 등 90여 개의 브랜드를 전 세계에 소개해왔다. (www.magazine-b.com)

매거진 B 편집부  | 비미디어컴퍼니 주식회사(제이오에이치)

19,950원  | 20230531  | 9791198305602

■ About the Publication Amid the waves of numerous brands sweeping the globe, B shares its perspective on well-balanced brands and uses print media to demonstrate the timeless values of individual brands. Defining a well- balanced brand by four standards-beauty, practicality, price, and philosophy-B offers unique insights and in-depth analysis of one well- balanced brand in one issue every month. ■ About the Issue Welcome to the 93rd issue of B. I have traveled overseas twice-once last year and again this year-since the pandemic began. Despite media reports that the tourism industry had returned to normal, there still seemed to be some remnants of the nearly two-year travel ban. Tons of restaurants, stores, and convenience facilities that line the entrances and exits of airports were still closed or operating at super scaled-back levels. And the duty-free shop did not have that same bustling, chaotic mood it used to have. Still, there was one spot swarming with travelers: the whisky corner. A man was seen carefully picking out just the right one while talking on the phone, and some other families were busy doing mental math to calculate the duty-free allowance for liquor. Apparently, whisky has long been a popular item, but the recent craze feels more like people are buying up stable assets with a guaranteed value. Not only are whiskies valued as an investment, they are also fun to select and a perfect product to leisurely indulge in. Another charm of the spirit is its relatively low entry barrier compared to other investment pieces, like watches, furniture, and art. A closer inspection into whisky within the liquor industry reveals its distinctive value. Whisky, I gather, is an alcohol that best epitomizes different aspects of a particular brand. The whisky-making process is so complex and rigorous that it takes vast amounts of upfront investment costs and a level of expertise that matches the investment. But understanding that quality comes in proportion to time, all this has made whisky a rare, highly prized item. Furthermore, it can be enjoyed fully without food, making it an object of absolute assessment, if you will. So while beer and wine may outshine whisky in terms of popularity, you might say that whisky has the advantage when it comes to brand recognition and exclusivity-the ultimate goal of so many brands out there. Scotland, the birthplace of Scotch whisky, is home to whisky distilleries that function almost like tribes. Each distillery has a time-honored tradition of about 100 years as well as their own birth stories, with the people who have been committed to whisky making for decades sitting at the heart of these stories. The Balvenie, the single malt whisky brand B presents in this issue, has continued its family business in Speyside, Scotland, since 1892. The Balvenie ceaselessly endeavors to achieve a quality that is second to none through experimentation, rather than just settling to inherit the legacy of whisky. And that is how the brand gained its coveted prominence among the so-called whisky tribes. The brand’s unique maturation technique, which has had an enormous impact not only on Scotch whiskies but also on the entire spirits industry, is epitome of this forward- looking spirit. Furthermore, the entire production process from growing its own barley to bottling is all conducted in-house, which seems to emphasize R&D more than preserving tradition. In a sense, The Balvenie’s enthusiasm for experimentation is a far cry from strategic business acumen to gain immediate recognition for its value. An array of casks lying about in a warehouse, brimming with whisky that had been ripening since the early 1960s. A malt master who worked his way up after a 10-year apprenticeship. Limited-edition compendiums that take five years to complete. All of these achievements are the result of The Balvenie's reliance on patience as a driving force, rather than impatience. The balvenie’s legendary malt master David C. Stewart described the whisky maturation process that he’s devoted more than 60 years to as a “complex and not fully understood area.” While business acumen refers to the ability to control any change or variable, it wouldn’t be an exaggeration to say that the attitude of a whisky master who consider mistakes or errors as new clues through patience resembles pure academia. It makes me all the more curious about this quiet yet profound universe in which a legion of creators strive to make time work in their favor. Eunsung Park Content & Editorial Director