감각 경험 기반의 상업공간 디자인이 로컬 브랜딩에 미치는 영향

Abstract

(Background and Purpose) In contemporary regional revitalization strategies, local branding has emerged as a strategic approach that extends beyond symbolic construction to strengthen the emotional connection between consumers and regions. In particular, Food & Beverage (F&B) commercial spaces serve as essential platforms for local branding by communicating regional values and culture through food, space, and various sensory experiences. Within this process, sensory experience functions as a core mechanism for realizing local branding. This study traces the shift from visual identity formation to emotional experiences generated through sensory stimuli, and analyze how sensory design elements influence the integrated expression of regional identity and brand image. (Method) Through a review of prior literature and literature, this research identified the sensory experience design elements of F&B commercial spaces and the main characteristics of local branding. Based on this framework, F&B spaces in the Haebangchon area were selected as case studies. The selection criteria considered operational stability over time, regional recognition, and the sensory experience design elements. Each case was examined through on-site observation focusing on spatial design, menu composition, and user experience. According to the developed analytical framework, the degree of reflection of sensory and branding characteristics was evaluated using a five-point scale. The analysis linked five sensory modalities—sight, sound, smell, touch, and taste—to the five key characteristics of local branding, assessing sensory realization quantitatively and qualitatively. (Results) The F&B commercial spaces in Haebangchon demonstrated a strong sense of local identity through the interplay of aged materials textures, alleyway landscapes, and menu locality. Sensory experience design elements were particularly realized through vision and taste, while sound and touch varied depending on spatial design and operational strategies. Participatory cultural characteristics were mainly expressed through external linkages such as alleys, events, and community activities, rather than within interior spaces, indicating venue-specific branding effects driven by distinct sensory strategy. (Conclusions) Analysis of Haebangchon F&B commercial spaces demonstrates, that sensory-experience design constitutes a critical mechanism for reinforcing local branding. Vision- and taste-centered experiences contributed to establishing local identity, while sound and touch acted as complementary factors in achieving multisensory balance. Furthermore, F&B commercial spaces function as cultural mediators that integratively convey regional identity and brand narratives. Evidence of differentiated influences across sensory modalities and narrative strategies in multicultural contexts indicates that this approach provides a robust framework to guide future research on local branding and to inform spatial-design practice.