| 논문명 |
브랜드 확립을 위한 상점공간 디자인 분석 연구 / A Study on Store Design Strategy for Establishing Brand Identity - Focus on innovative products and spaces for experiences / 혁신적 제품과 체험 공간을 중심으로 |
| 수록사항 |
한국실내디자인학회 논문집, v.18 n.5(통권 76호) (2009-10) |
| 주제어 |
상점디자인 ; 브랜드 ; 혁신적 ; 체험 ; Store Design ; Brand ; Innovative products ; Experience |
| 요약2 |
Retail space itself could be one of the marketing strategies, through creating space, and communicating brand identity. Especially for innovative products, such as mobile technology products, store is not just to sell products but to provide experiences so that users can judge usefulness of products and reduce uncertainties to adopt the products. The purpose of this study is to investigate how environmental features and physical artifacts contribute to promote experiences of innovative products in stores and how physical environment help to establish brand identity. For this study, site visits, observation, and literature review were conducted. For case studies, three retail spaces (Apple, Iriver, Sony) and one service space(TTL) were selected. Compared to the service space, three retail spaces have more transparent and open store front design characteristics. For the experiences of shoppers, products displayed in a radial shape, round shape, column shape, and around peripherals of the stores. A service oriented space, TTL zone is differentiated from three retail spaces in terms of layout, store front design, and experience areas. Compared to the traditional stores selling innovative products, the case stores showed more warm atmosphere using various shape, wood materials, lighting fixtures and furniture. |
