도시 브랜딩 구축을 위한 스페이스 브랜딩 요소 적용 연구 - 울산시 지역 공공문화공간을 중심으로 -

Abstract

(Background and Purpose) As policy interest in local culture has expanded in order to improve the quality of cultural life, the importance of local public cultural spaces where cultural life can be enjoyed has increased. Local public cultural spaces serve as communication spaces for local culture and regional exchange spaces for attracting tourists; they help to meet the cultural needs of the local people and form a consensus. However, due to the lack of awareness of local cultural value, lack of content differentiation, and supplier-centered cultural policy, local value cannot be conveyed positively, and activation problems have occurred because of a lack of interest from users. This study aimed to explore the direction of local public cultural space design by studying spatial design applying space branding elements as a method of building urban branding to revitalize local public cultural spaces and improve the value of local culture. (Method) Concepts were studied and established, and components and characteristics were derived based on prior studies and a literature review on local public cultural spaces, urban branding, and space branding. The relationship between the concepts of urban branding and space branding was established in a local public cultural space. The analysis framework was prepared with the derived components to analyze the cases of public cultural spaces in the domestic region. The application status of space branding as a method for building urban branding was compared and analyzed. The subject of the case study was Ulsan City, which is striving to improve its image from an existing industrial city to a cultural industrial city with a revitalized local culture. (Results) Local public cultural spaces, urban branding, and space branding have the common purpose of enhancing value and competitiveness through image, identity, and activation. A case analysis based on their purpose and relationships showed that the association was dominant among space branding elements in local public cultural spaces, and the relationship was insufficient. As for the association, it is necessary to continue to develop an expression method that easily associates images through elements designed with consistency. For the relationships, it is necessary to consider a method of expression that increases consumer participation in the morphological element of spatial design. Visuality, informativity, originality, and experientiality also serve as necessary factors in establishing a differentiated image. (Conclusions) The application of space branding to build urban branding in local public cultural spaces delivers symbolic and comprehensive information to users and differentiated images. Through this, the identity of the space is established, and the relationship is activated by giving a positive impression to users. It is expected to be an effective means of revitalizing local public cultural spaces and improving the value of local culture.