메를로 퐁티의 지각 현상학을 바탕으로 한 브랜드 체험공간 특성 연구

Abstract

(Background and Purpose) In contemporary society, consumer environments are shifting from simple product purchases to experience-centered consumption paradigms. Within this transition, experiential marketing has become a core strategy for enhancing consumer brand loyalty, and brand experience spaces have emerged as a key medium for its implementation. However, brand experience spaces in Korea often remain limited to visually dominant designs, revealing constraints in providing holistic engagement. Therefore, this study aims to analyze the phenomenological characteristics manifested in brand experience spaces in order to enhance consumer experiential value. (Method) First, a literature review on Merleau-Ponty’s phenomenology of perception was conducted to organize key concepts of spatiality and sensibility. Second, the theory of experiential marketing by Bernd H Schmitt is reviewed to analyze its relationship with phenomenological elements. Third, the interrelation between phenomenology and experiential marketing theory is examined to classify types of perception. Fourth, based on the classification of perceptual types and the keywords derived from prior studies, the characteristic categories of brand experience spaces through phenomenology are identified. Fifth, case studies of domestic and international brand experience spaces in which phenomenological interactions occur are analyzed to reveal how these characteristics are manifested according to each type, how they influence consumers, and to identify elements lacking in current brand experience spaces. (Results) In brand experience spaces, five phenomenological characteristics were classified: sensory immersion, emotional immersion, bodily participation, cultural exchange, and symbolism. Sensory immersion deepens spatial perception through sensory stimuli and creates differentiated experiential value. Emotional immersion is embodied in spaces designed with abstract images and concepts, stimulating emotions and transforming emotional responses into spatial perception. Bodily participation occurs in the process of moving the body, where interaction with space and movement leads to continuous changes in perception. Cultural exchange expands individual experiences into communal perception by sharing them with others. Symbolism is formed when material and immaterial elements combine with personal memory to create new perceptions. (Conclusions) In conclusion, brand experience spaces are evolving into environments that provide new forms of immersive experiences, and this suggests that design focusing on the process of perception is necessary to enhance consumer experiential value. Brand experience spaces have the potential to move beyond visually dominated designs by utilizing previously overlooked perceptual characteristics to deliver deeper experiences. Furthermore, the development toward holistic immersive environments will serve as a foundation for building lasting relationships, embedding the brand not only as a means of conveying identity but also within the senses, emotions, and memories of visitors.