브랜드스케이핑에 의한 백화점 공간디자인 분석

Abstract

(Background and Purpose) Brandscaping can be defined as a marketing method applied within a space, where a brand’s image and identity are conveyed to customers through various sensory experiences. This approach allows brands to express their identity spatially, creating an immersive customer experience. While Brandscaping has been studied in single-brand spaces such as fashion and F&B brands, research on its application in department store spaces remains limited. Since department stores are also representative commercial spaces with distinct brand identities, this study aims to analyze their spatial design from the perspective of Brandscaping and examine how brand identity is expressed within these environments. (Method) As for the Scope and Method of the study, First, the Space constituting the Department Store is investigated, and the Concept of Brand Space and Common Space is established. Second, the Brandscaping Theory is considered, and the Elements expressed by Investigating prior research are redefined. Third, We look at the Connection between Brand Identity and Brandscaping in the Commercial Space, and look at the Brand Identity of Hyundai Department Store that develops THE HYUNDAI SEOUL. The Fourth is a Case Study, which examines the Spatial Design of THE HYUNDAI SEOUL as an Element of Brandscaping and Analyzes how the Brand Identity was implemented. Fifth, Conclusions are presented through Case Analysis Methods. (Results) Therefore, in this study, Six Subjects were selected in the Department Store Space as a Case Analysis, and the Application Status of the Three Elements of Brandscaping, Spatial, Sensory and Content, and the Expression of Keywords of Brand Identity in the Space were Analyzed and evaluated on a Five-Step Scale. As a Result of the Analysis, it can be seen that among the Six Spaces, the Space that received the highest Evaluation of Brandscaping and Identity Expression coincides with the Space that was most talked about externally. (Conclusions) The Conclusion is, First, Brandscaping can realize Brand Identity not only in the Spatial Design of a Single Brand Store but also in the Spatial Design of Department Stores, which are Collections of Brands. Second, Brandscaping can also be used as one of the Methods of Spatial Design. In the case Analysis of this Paper, the already completed Spatial Design was analyzed from the perspective of Brandscaping, but in reverse, it is also possible to think of a Method of Brandscaping by reflecting the Brand Identity in the Design Concept when Designing a Space. Third, the Brandscaped Space where the Brand Identity is well implemented is a Space where Customer awareness is high and remembered in a large Commercial Space.