바이오필릭 개념을 기반으로 브랜드 경험 공간디자인 연구 -식물 콘텐츠 공간을 중심으로-

Abstract

(Background and Purpose) Recently, owing to the onset of the coronavirus disease pandemic, there has been an increase in consumer interest in naturalism. Consequently, a preference has developed for spaces that offer natural experiences rooted in the biophilic concept. Specifically, consumers visiting plant content spaces find satisfaction through the brand's message and effective communication, culminating in a heightened brand experience. Given this context, plant content spaces have prioritized constructing brand experience environments centered on the biophilic design concept. A growing interest in spatial design strategies can be noted, particularly focusing on the relationship attributes of the brand experience space that arise from the biophilic idea. Therefore, this study aims to identify elements for brand experience spaces within plant content areas, highlight the attributes of biophilic design spaces that enhance brand experiences beyond plant sale stores, and suggest directions for future research. (Method) Through a literature review centered on previous research, first, this study derived biophilic design elements and attributes of the brand experience space based on the biophilic concept's characteristics. Second, a model for quantitative analysis was proposed from these identified characteristics, and focus group interviews(FGI) were conducted to examine selected cases. Third, based on the results, this study seeks to elucidate the relationship between the characteristics of plant content spaces and brand experiences and proposes new directions for maximizing brand experience spaces underpinned by the biophilic design. (Results) In this study, four plant content spaces were selected. Design elements based on the biophilic concept and plant content experience space attributes were holistically applied to the four spaces (product development, content development, exhibition/showroom, project collaboration, and pop-up store). The application varied depending on the concepts and attributes of each brand's experience space. The distinctiveness of brand experience space attributes was identified as a critical factor in enhancing the brand's value and differentiation. When the brand's identity was more pronounced in external sales spaces, the brand's awareness and preference increased. The product development space, project collaboration, and pop-up store space were highlighted as pivotal in maximizing the brand experience. (Conclusions) It was identified that plant content spaces incorporate both brand experience space design elements and spatial features. The biophilic concept and its design play a crucial role in amplifying the brand experience. Furthermore, the external sales spaces with strengthened brand identities and distinctiveness prove beneficial in further bolstering the brand experience in plant content spaces. A strategic application in both permanent and temporary spaces concerning consumer relationships can create a conducive environment for a positive consumer brand experience. Continued research centered on brand experience space design based on the biophilic concept is essential.