스페이스 브랜딩의 도시 공공문화공간에 대한 연구

Abstract

(Background and Purpose) Public spaces are an element that comprise urban forms and are the most basic way to form urban culture, including both public and private spaces. With rapid social change, the importance of public spaces in which people can enjoy a cultural life is also increasing. However, public spaces that have achieved quantitative growth gradually lose their function and meaning and fail to attract user interest, showing insufficient performance in terms of activation. To revitalize public spaces and improve the lives of city residents, a modern value-oriented approach is needed. The purpose of this study was to focus on the use of space branding and the intersection of space branding and public spaces as a tool to increase the value and utility of public spaces, because they have only been developed in terms of physical elements. (Method) This study aimed to analyze the characteristics of public cultural spaces through the branding of urban public cultural spaces. The spatial scope was limited to cultural spaces with the highest utilization of space branding. First, through theoretical considerations, we identified the meanings of space branding, public spaces, and public cultural spaces. Second, we reconstructed the elements from the extracted keywords. Third, we selected domestic cases of space branding in urban public spaces and formed the evaluation items and contents. Fourth, we performed the evaluation and analysis of all case studies. (Results) As a result of conducting case studies, "Seoul Art-Checkbogo,” an art book-based public cultural space in Korea, was found to have the highest comfortableness, informativeness, and publicity, but it was insufficient in terms of general design. The "Oil Tank Cultural Park" was recreated as a cultural and artistic space on the site of an old oil tank, and showed high accessibility, informativeness, placeness, and publicity, but as it is an old building, its comfortableness and visuality were low. “Jungrimchanggo” is a harmonious cultural space located in the old city center that can be seen as an example of space branding applied to a space with high visuality, experience, placeness, publicity, and relationships. (Conclusions) With the increasing importance of urban public spaces, space branding has been conducted to enhance the value and competitiveness of public cultural spaces and revitalize them. The results of this study were as follows: First, most public cultural spaces exhibited physical openness, with publicity appearing to be the most important. Second, public cultural spaces should focus on relationships, visuality, and experience rather than on accessibility to local residents' cultural and artistic activities. Third, space branding should be applied not only to commercial spaces, but also to the revitalization and competitiveness of public spaces, which will play a role in creating and activating positive perceptions of public spaces.