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전 세계의 균형 잡힌 브랜드를 매월 하나씩 소개하는 광고 없는 월간지 『매거진 B(Magazine B)』 제79호《Mini(영문판)》. 새로운 비즈니스를 구상하는 브랜드 관계자부터 브랜드에 대한 감각을 익히고 싶어 하는 이들까지, 브랜드에 관심을 가진 모두를 위해 만드는 진지하지만 읽기 쉬운 잡지이다.

■ About the Publication

Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces 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

Welcome to the 79th issue of B.

Biannually, B publishes a bound issue for two months, and after wrapping up one of these issues, our editorial team gets to push pause on the usual mettle-testing grind. Some vacation with family or friends, while others spend their time envisioning content for the next issues. These brief interludes make us realize that reflecting on the past is just as important as moving forward at full throttle. However, this past summer, things were quite different?our team forfeited that precious break time and continued working without intermission. The reason is because we jumpstarted a new publishing project aside from our periodicals, B and F. The first edition of this special book series, titled Jobs, released in mid-August, examines jobs, professionals, and what constitutes their mindsets in the world today, as suggested in the title. The series was conceived to redefine the concept of “profession” as we move toward an era with blurred boundaries between industries and sectors, one in which specialists and novices are increasingly being given equal opportunity to work side by side. As I mention in the introduction of this new series, “A profession is an extension of a brand story.” In other words, the unique philosophy and attitude of a professional is what evolves into a celebrated brand. Perhaps, in this light, it might be said that B has been an extended prequel to Jobs.

It was precisely the spirit of two such professionals that laid the groundwork for the Mini car brand in 1959. Today, many find it unfitting to think of Mini as just a car brand because it has risen as an emblem of design, culture, and lifestyle. The brand’s 60-year iconic mien is still rooted deeply in the very first automobile prototype. Sir Alec Issigonis, the inventor of Mini, was an engineer who considered himself a designer. Thoroughly exhausting his dual expertise in terms of aesthetics and mechanics, the Mini was born as a highly competitive car that was not just small in size, but also beautifully optimized vis-?-vis the limited space. The collaborating engineer, John Cooper, brought to the table his experience in car racing and contributed significantly to making Mini a high-performing racing car. Together, this duo demonstrated how approaching a profession with flexibility can result in significant achievement.

Personally, I am drawn to Minis because they look like faces with various expressions and emotions. A few years ago, I went to Edinburgh, Scotland on business, and seeing fleets of colorful Minis zip down cobblestone roads on an overcast day left quite an impression on me. And their agile maneuvers stood out even more against the backdrop of the dreary, dark-toned Gothic architecture. Driving alongside German cars with virtually perfect mechanical prowess, Minis were bringing color and life to the city. This effect is not because of its size, though. It’s about the overall stylish image?even with its many curvy lines, Minis have an undeniably vivid personality whether parked or on the move, so much so that the tiny machines almost look human. In 1960s-era London, a common saying was “If you can afford a Rolls-Royce, you must drive a Mini Cooper, too.” I can only assume that this joke came about because people felt that no other car could mimic Mini’s distinctive, lively energy.

Another aspect worth mentioning is that Mini’s lively spirit was actually a product of harsh limitations and circumstances. The British oil shock triggered high demand for small economy vehicles?a history that ironically turned out to add immense positive energy to the Mini. The rather cute face we see today is deceivingly, in fact, because the car was a solution to a national crisis and not a product of prosperity. The Mini story illustrates how everything in business?not art?is contingent on being able to recognize and work within limitations whether the constraint is about money, time, physical limitations, human power, or any other resource. As we enter a new social milieu, more obstacles manifesting in countless forms will engage us. To be certain, they will encompass legislation, political and social issues that will go viral on social media, and environmental issues like the question of sustainability. They will loom large and squeeze the scope of creative endeavors. But that’s not necessarily a bad thing. Overcoming such deficiencies generates ideas that make objects and spaces effuse with humanity?the strongest force that can be overpowered by nothing else. After all, humanity is the only element that can embrace anything and everything, and Mini’s success story evinces this most authentically.

Eunsung Park
Content & Editorial Director

[매거진 B(Magazine B) No.79: Mini(영문판) 목차]

02 Intro

09 Editor’s Letter

12 Rules of the Road
Etiquette for Mini drivers to follow when spotting another Mini on the road

14 Perspectives
Four creators talk about Mini design and value

18 Museum
A curator at the British Motor Museum explains the history of the British auto industry and the legacy of Mini through the collections
24 Opinion
Michael and Charlie Cooper, son and grandson of John Cooper, the man behind Mini’s racing genes and engineering

30 Restorer
A restoration shop shines light on how popular classic Minis are globally

36 In London
A travel agency that started with the idea of London city tours in Minis

42 With Minis
Classic Mini lovers encountered in London

46 Opinion
Christoph Gontard, Head of Classic Brand Management, Mini and Rolls-Royce

50 Milestones
Classic Mini milestone marker models of the past 60 years

54 Buzzing
Mini owners share their thoughts on new Mini and classic models online

58 Engine Rooms
A look under the hoods of a classic Mini and a new Mini

60 Versus
Comparison and analysis of classic Mini and new Mini

70 In the Making
Mini lineups under BMW, scenes of the Oxford plant, and interview with Oliver Heilmer, Head of Mini Design

82 Minimizers
Mini owners from three cities talk about their lifestyles and mobility in each city

94 Signal

102 Brand Story
The story of the car born out of a socioeconomic crisis to present a new solution for mobility

110 Interviews
Bernd K?rber, Head of Min
Esther Bahne, Head of Mini Strategy and Innovation

116 Expansion
Mini explores new frontiers under the “creative use of space” motto

118 One Century
Historical vicissitudes of the British auto industry and Mini, a formidable pop culture icon today

122 British Cars
British car brands with unique identities, principles, and ample charm

126 Figures
Mini’s history and growth in numbers

129 References

131 Outro