퍼놀로지(Funology) 관점에서 본 팝업스토어 공간 특성 연구

Abstract

(Background and Purpose) Brands are utilizing a new type of space called pop-up stores to strengthen their contact points with consumers and provide unique experiences. The reason why pop-up stores are attractive to the younger generation is due to the "self taking & posting" and "unique experiences. It is aimed by this study to analyze the characteristics of pop-up store spaces from the perspective of funology and to explore the elements that influence consumer experiences in these spaces. Additionally, a foundation for future marketing and spatial design research is sought to be provided by this study through cases where funology elements are effectively implemented. (Method) Representative pop-up store spaces in South Korea, focusing on The Hyundai Seoul and Seongsu-dong, and cases where funology elements are prominently evident, are targeted by the research. The selected pop-up stores are limited to those that emphasize consumer experience in spatial design and include interactive elements. Reviewing the definitions of pop-up stores and funology, examining the spatial characteristics of pop-up stores, and identifying the components of funology through previous studies are involved in the analysis method. Since consumer experiential behavior plays an important role in funology, the funology consumer experience theory is analyzed and organized by this study to construct a framework for analyzing pop-up stores. (Results) A brand story is developed to create an emotional connection, and large character image photo zones are arranged, strongly showcasing funology elements. However, dynamic displays were not utilized, making the attention‐grabbing aspect of funology, as defined in this study, less evident. It is confirmed by the study that gamification and storytelling elements of funology are well demonstrated. Within the pop-up store, experiential elements are provided, allowing consumers to share their experiences on social media. (Conclusions) The interaction between modern consumer experience culture and spatial design was aimed to be examined by this study by analyzing the spatial characteristics of pop-up stores from a funology perspective. It is confirmed by the research findings that pop-up stores have evolved beyond mere retail spaces to become key platforms that provide consumers with enjoyment and experiential value. The analysis results are as follows: First, playfulness and experiential characteristics were identified as core attributes of pop-up store spaces. Second, a crucial role in connecting funology experiences with modern consumer culture was played by photo zones and shareability within pop-up stores. Third, various sensory elements were combined with storytelling-based spatial design by experiential and empathetic spaces within pop-up stores, allowing consumers to immerse themselves in the brand’s world.