브랜드 공간의 헤테로토피아적 비일상 공간 특성 연구

Abstract

(Background and purpose) In contemporary society, people tend to feel the escaping urge from their mundane routine of everyday life while fearing the consequences of being out-route. The introduction of any unusual, unexpected, extraordinary component in life can bring out the inherent desires of human beings; the non-everydayness enables a transition, a change, and can work as a driving force in sustaining the repetitive daily life. Modern people seek in despair new experiences, something extraordinary that can positively distort the repetitive routine. The introductions of the 'Extraordinary' can give an elevated significance to simple everyday spaces. Accordingly, this study studies the characteristics of non-everydayness spaces analyzed through Michel Foucault's concept of heterotopia, which refers to an actual realized utopia that exists in society and performs a utopian function and appears in brand space, a space easily encountered in daily life. Through this, we aim to explore new strategies and approaches to looking at space. (Method) As a theoretical consideration, we analyzed Michel Foucault's concept of 'heterotopia' and the six characteristics of 'heterology' as a standard for analyzing the characteristics of space. And by deriving extraordinary characteristics based on Henri Lefebvre's everydayness, keywords of heterotopia extraordinary space characteristics were derived. In addition, among the brand space types, six brand spaces of two types with heterotopian, non-everydayness space characteristics were selected as examples and a case analysis was conducted. (Results) Brand space is a space that is easily accessible in daily life, but it blurs the cognitive boundaries of everyday space, allowing modern people to temporarily forget reality and experience fantasy, and is a space that breaks the mold and provides creative inspiration. Through case analysis, it was confirmed that three spatial characteristics derived through theoretical consideration, 'unexpectedness through deviation', 'fantasy through transformation and imagination', and 'originality through objection' are expressed in the brand space. (Conclusions) The heterotopia non-everydayness space of the brand space breaks away from stereotypes, has unexpectedness caused by deviation, allows for a fantastic experience by feeling synesthetic stimulation with an unusual scale and expression, and discovers originality by raising objections to universal notions. This study can be a methodology that presents a new perspective in interpreting modern evolved spaces, including not only physical space but also virtual space and is significant in suggesting the possibility of thinking about the intrinsic value pursued by space.