Category

Magazine > Economy/Business

Publisher B Media Company | 170 X 240mm, 128 pages

■ About the Publication

Magazine B is an ad-free monthly publication that dedicates each issue toone well-balanced brand unearthed from around the globe. The magazineintroduces the brand’s 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

With the fifth issue of magazine Bbeing published now, I receive more questions about why the magazine is notbeing introduced in digital format. That is understandable because of myprevious career (note: the publisher formerly led the marketing and designdepartment for South Korea’s largest internet portal service company, NHN). Ofcourse, I am currently taking the subject matter into serious consideration,but in my personal view, hasty decision-making should not be made solely forthe sake of profitability. That is because in publishing this magazine, thesensitivity that derives from how it feels to the touch while turning pages andlooking at printed images with different textures and tones from digitaldevices plays a significant role. I am convinced that the message this magazineintends to deliver is clearly different from internet search engine results,and as long as there are readers who are supportive of this magazine’sviewpoint, the decision-making will be made after slow and steady appraisal ofwhat will be the best decision.

This issue features a bikemanufacturer.

The activity of bike riding tacitlydelivers messages from riders that they are seeking ways to stay fit and curbconsumption of fossil fuels at the same time. To that extent, bike riders areperceived as having right ideas and carrying out worthy actions. I often putsuch product categories in the same realm as organic vegetables or solarenergy. However, there is a string attached without style that combines withimpressive motivation, it is difficult to attract the public. As such, bikescome as a charming subject to look into.

Typically, balance in functionality,design and price is sought by various means to find the so-called right bike.For many city-dwellers leading a busy life and facing spatial limitations incrowded urban areas, their choice could turn out to be “mini velos,” withrelatively smaller wheels. This issue covers “Brompton,” the manufacturer offolding mini velos. A Brompton, in its fold, fits nicely into a car trunk andis suitable for a ride on busy urban streets and on country lanes.

The following are what This magazinefocused on for this issue:

First, the Brompton folds easily,needing only two steps to achieve its magical compactness, and it makes afabulous personal transport anywhere. Countless numbers of folding bikes areavailable in the market place. No other bikes, however, can imitate theBrompton’s fold. Its fold is so attractive that it can be recognized even froma distance when parked inside. In addition, the fine-looking compactness ispaired with powerful performance. The Brompton World Championship, hosted bythe British bike maker itself, clearly implies the folding bike’s ridingcapability.

Second, for the past three decades,Brompton as a brand has been evolving, virtually from one single product range.The bike manufacturer offers customization service to alter color and materialaccording to customer taste and has achieved technological advances throughoutits history. Moreover, Brompton’s unique “folding method,” introduced in itsfirst prototype models, has been continuously implemented across the entireproduct range, even in its latest model. On the other hand, the majority ofBrompton’s accessories and components are provided by independent businessesunder partnership with Brompton. Similar to the iPhone, the folding bike makeris creating an ecosystem centered around a certain product range, creating anexpanding ecosystem without limits.

The Brompton is indeed a personaltransport that performs well on crowded downtown streets and folds neatly tocarry while taking public transportation. It is such a gorgeous bike that canbe customized as well. Along with This magazine, how about taking a closer lookat what it feels like to take an easy ride with the elegant-looking Brompton?The warming spring breeze these days is definitely urging many to take a ride.

Publisher

Suyoung Joh

■ Table of Contents

02 INTRO

16 FOLDING BIKE

22 INTERVIEW 01

26 IDEA ABOUT BROMPTON

28 FILM ABOUT BROMPTON

30 INNER SPACE

40 INTERVIEW 02

44 PARTNERSHIP

48 COMPACT

52 BIKE HISTORY

54 INTERVIEW 03

58 BRAND TO BRAND

64 B’S CUT

84 BRAND STORY

108 SYMBOL

112 OUTRO

■ ContentImages