The Magazine B Edition

On brands, layers, and detail

Colin here. I've recently re-discovered a favorite magazine, the Korean imprint Magazine B. Each issue is like a documentary, spotlighting iconic companies such as Rimowa, Rolex, Porsche, and Arcteryx, as well as cities like Bangkok. They approach the cities they cover as brands, weaving their attributes and elements into a compelling narrative. But the magazine's real strength lies in its coverage of storied companies that deeply resonate with consumers.

For example, their feature on Barbour offers a historical cross-section, product diagrams, opinion pieces, and an exploration of old catalogs. The Aesop edition dives into its thoughtful art direction, store architecture, brand values, and even a deep-dive into the neighborhood selections of its stores. It's like an X-ray scan and thorough investigation of the elements, components, fandom, and ephemera that define the most expertly crafted and managed brands.

Why is this interesting? 

Reading through these issues, it’s clear that everything communicates. The brands we adore exhibit a depth and richness in every layer. The USM edition, for instance, not only discusses the brand's philosophy on longevity and furniture as a lifelong companion but also showcases it in elegant homes and offices worldwide. Remarkably, the Magazine B team delved into the niche hospitality brand Hoshinoya, exploring everything from the texture of the woods to how traditional Ryokan designs are transformed into modern hospitality experiences.

To quote the General Manager of Hoshinoya's Karuizawa property: “Hoshinoya began with the question, ‘What should a new form of accommodation in Japan be like?’ The result is a ‘third genre’ that blends elements of hotels, ryokans, and resorts. Hoshinoya bases its unique appeal on the landscape, with the Karuizawa resort serving as a model for future projects.”

This might sound abstract and hard to get your head around, but the magazine excels in making this approach feel real and tangible, beyond just experiencing one of their properties. You truly get under the hood. Great brands are a fusion of visual design, experiences, codes, and culture. When a brand is presented and dissected in its entirety, the great ones are magnificent to behold. (CJN)

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Thanks for reading,

Noah (NRB) & Colin (CJN)

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