| 논문명 |
체험 마케팅 도구로서의 공간 디자인 과정 및 전략에 관한 연구 / A Study on Space Design Process and Strategy as Experiential Marketing Tool - Focused on Tokyo Prada by Herzog De Moron / 헤르죠그 디모론의 도쿄 프라다 매장을 중심으로 |
| 수록사항 |
한국실내디자인학회 논문집, v.18 n.4(통권 75호) (2009-08) |
| 주제어 |
체험 마케팅 ; 공간 디자인 ; 소비공간 ; 헤르죠그 디모론 ; 도쿄프라다 ; Experiential Marketing ; Space Design ; Consumer Space ; Herzog De Moron ; Tokyo Prada |
| 요약2 |
In consumer space, architecture is experiencing the rise of architectural design that reflects the experience of the customer. As a result, the shape and space in architecture have overcome their basic functional aspirations, thus fulfilling the aesthetic desires driven by human sensibility. This has led to overcome the primary internal condition of sales of industrial establishments and made possible its role as a marketing tool through the improvement of the brand image and in charge of indirect sales. This research will be based on the Prada Tokyo Epee Center’s architectural process, designed by Herzog De Moron, focusing on the relationship between the space design process and strategy and experimental marketing aiming towards the architect’s intention and goal in relation to perceptive communication. This paper will thus look into how experiential marketing strategies, prominent in marketing, are being shown in comsumer spaceas design elements. It will further investigate into how design elements is being used as a tool for product sales and brand image reconstruction. In conclusion, authors discuss importance of experimental marketing tool in the current consumer society and role of contemporary architects who need to consider design that does not only satisfy their customers but further stimulates their desires. |
