Magazine B #86, USM

170 x 240 mm, 130–200 pages per issue

Seoul, Korea (English-language)

First published in 2011

Editorial director: Eunsung Park

Art direction and design: Yuwon Choi

The USM issue

This unique magazine looks at a different international brand every issue, interviewing key staff and touring offices, factories and shops to tell the story and meaning of the brand.

While putting together their Monocle edition, the B team observed the publisher’s use of the iconic USM Haller modular furniture system throughout their office; now they present the USM issue of B.

On the Journal, At Work With (then) editor Taehyuk Choi:
Q: How do you choose what brands you’re going to showcase for the entirety of an issue?
A: B has a four-pillar policy when selecting brands, it must meet our criteria of beauty, price, practicality and philosophy. Our staff has in-depth discussions throughout the decision making process. We research, we communicate with a range of people who are knowledgeable about the candidate brand, there’s numerous stages.’ READ MORE