버내큘러 디자인 관점에서 본 박물관의 장소브랜딩에 대한 연구- 중국의 박물관 사례를 중심으로 -

Abstract

By the late 20th century, the concept of vernacular was combined with design and popular culture, and the perspective was expanded to the design of vernacular, which means strong regional color. Vernacular design combines with various design areas based on 'native property', 'locality', and 'traditionality' and serves as an area in the postmodernism design era. And these Vernacular designs can be interpreted in conjunction with the concept of place branding presented by Simon Anholt. Place branding is a branding that creates oil and intangible values based on the resources of a place, especially museums in China have both public and locality. First, the researcher examined the theoretical background of burnacula and place branding, and then identified the museum's place branding elements in accordance with the burnacula design elements. Afterwards, architects with international reputation and local architectural ideas were selected for their work after 2000 to explore the possibility of a place branding from a Vernacula design perspective through a case study by the Chinese museum. Through this case analysis, the researcher was able to extract the museum's branding elements from the perspective of past traditions, current communication with local communities, and future values, and understand what implications the Bernacula design can provide for the museum's venue branding. Through such research, we hope that local cultures and traditions can present various possibilities for museum venue branding in the future.