매거진B (영문판) Magazine B, 매거진비나이스북

■ About the Issue

Welcome to the 72st edition of B.

I occasionally walk around and observe the state of our staff members’ desks. For

most of us, our work desk is not only where we spend most of our time throughout

the day, but it’s a personal space that’s not exactly private. Therefore, people don’t

usually place precious and expensive objects or things that require a lot of careful

maintenance on their work desks. But you still need something that says “me.” I

think people who work in a creative industry, in particular, will agree with this to a

certain extent. Using or looking at a certain object can help us momentarily clear

our heads and give our brains a respite from work. The same is true for my work

desk, from which I’m writing these very words. A lot of objects catch my eye: mini

candles, decorative knickknacks that fit in the palm of my hand, chocolates and

mints in well-designed cases, and local brand post-its and lip balms from my

travels and business trips. Many of them are things I use every day yet are not

irreplaceable. They offer a small morale boost in the same way a good cup of coffee

does. But more importantly, they’re all objects that can be used within a communal

office space without causing much distress.

That’s a bit like how I view the products of Hay, the living and lifestyle brand

we’re focusing on in this issue. My first experience with Hay came in the form of a

pair of gold-colored scissors displayed in a design shop somewhere in Europe. After

that, I purchased various items here and there from different shops: clothes hangers

in different colorful patterns, diamond-shaped steel trays, and toothbrushes where

the bristles were the same color as the handle. Recently, I bought a few of their mini

notebooks designed in collaboration with Design Miami and a polypropylene

shopping bag. What’s interesting is that whenever I buy a Hay product, I don’t

think too deeply about its price, practicality, or taste. This is probably because their

designs are actually quite eye-catching without being excessive, and their products

aren’t expensive enough to make you ruminate over the opportunity cost. This not

only applies to their design products but their furniture as well. The inclusivity of

Hay’s designs is what makes their chairs, tables, and shelves welcome in the homes

of parents who have to make compromises for their kids or casual cafés and startups

who have limited budgets for their interiors. The Copenhagen locals we met who

use their products also talked about Hay’s inclusivity. The Hay products they own

go well with other objects in their homes, whether they’re more expensive or

cheaper than Hay’s. Their products don’t cower in the face of bigger names, but

they also know how to lend the spotlight to the main character, making them like a

friend you always want to have around.

“We’re not the kind of people who need to own all the things we love.” Of all their

media interviews, this comment from Rolf and Mette Hay, Hay founder and

creative director, is what hit closest to home for me. It also hints at many other

things. In a life where we always have to use our time and money sparingly, we

can’t always make the best decision or take first place all the time, because being

first takes a lot of information and energy. The moments where we have to settle

for second or third are much more common in life than we realize. This also means

that a brand doesn’t necessarily have to aim for its product taking the number one

spot. There are a lot or opportunities in being able to provide an appealing

alternative. In the realm of lifestyle and home living, including furniture, the gap

between high-end and mainstream brands has been especially large. Hay realized

this and established itself as a unique alternative without imitating or supplicating to

high-end brands; occasionally, that alternative has even surpassed the number one

player. An increasing wealth of brands, spaces, and experiences that offer a second

or third option after the number one equates to an increased quality of life. In this

respect, I don’t think it’d be far stretched to say that Hay contributes to the

happiness index, just like its home city of Copenhagen has. While exploring the last

brand we’ll cover in 2018, we hope our readers will be able to reflect on the things

and experiences that increase their own happiness index.

Eunsung Park

Content & Editorial Director