헤테로피아 개념을 활용한 메타버스 브랜드 공간의 유형화와 특성

Abstract

(Background and Purpose) Recently, the metaverse has gained attention as a new digital environment where users can autonomously form identities and build social relationships. For brands, the metaverse functions not merely as a tool for product promotion, but as an interaction-based strategic channel that fosters immersive experiences and emotional engagement. However, existing brand strategies often fall short of embracing the heterogeneous and complex nature of the metaverse, highlighting the need for a new theoretical framework. This study adopts Michel Foucault’s concept of Heterotopia as a theoretical foundation to classify types of brand spaces within the metaverse and to propose a strategic model applicable to brand planning. Heterotopia refers to "other spaces" where norms and meanings diverge from those of everyday reality, closely aligning with the fluid and multilayered nature of the metaverse. (Methodology) This research focused on interactive brand spaces within metaverse platforms such as ZEPETO, Roblox, and Spatial, with an emphasis on user participation and interactivity. The study was conducted in three stages: First, to classify spatial types, two analytical dimensions were established—Reality (degree of reflection of real-world elements) and Constraint (degree of freedom in user participation). Each dimension was divided into four levels, resulting in 16 distinct spatial types. Second, four representative brand cases were selected for analysis: Hugo Boss’s “Immersive Showroom,” Hyundai Motor’s “Future Adventure,” Vans’ “Vans World,” and Disney’s “The Little Mermaid” space. Third, based on these case studies, strategic models for each spatial type were developed. (Results) The analysis revealed that metaverse spaces generate varying effects depending on the brand's strategic goals, user experience design, and interactivity structure. Spaces emphasizing sensory stimuli and narrative were effective in eliciting emotional resonance, while those prioritizing creativity and autonomy encouraged community formation and voluntary participation. Each spatial type could be strategically selected based on brand philosophy, identity, and immersive design, and the level of interaction and constraint significantly influenced user engagement time and satisfaction. (Conclusions) This study redefines metaverse brand spaces not as mere digital showrooms, but as heterotopic spaces where brand identity is embodied and meaningful relationships with users are formed. By identifying 16 spatial types and presenting tailored strategic models, this research provides a practical direction for brands to design effective experiences and communication strategies within the metaverse. By integrating theoretical perspectives with practical strategic frameworks, the study aims to contribute meaningfully to the paradigm shift in brand marketing in the digital era.