명품 브랜드 플래그십 스토어 파사드 디자인 요소에 관한 연구 -서울 지역의 해외 하이엔드 스토어 중심으로-

Abstract

(Background and Purpose) The facade of a luxury flagship store is more than just an architectural envelope; it is a key medium for visually communicating a brand’s identity and value. This study examines how the façade design of the flagship stores of representative high-end brands in Korea builds and expresses a brand’s identity and image. By analyzing which elements of brand image are reflected in the facade design, we derive the expressive elements of luxury goods and brand characteristics and present the results by applying them to the case study of a luxury flagship store. (Method) This qualitative study focused on the facade elevations of flagship stores of international luxury brands. After conducting a theoretical review through literature analysis and redefining the factors based on previous studies, a case study was conducted on six luxury flagship stores. The scope of the case is limited to six luxury stores in Seoul that are ranked in the top 50 luxury rankings. To confirm the objectivity of the cases, we conducted a survey of a group of experts using a Likert scale, which is part of a convergence analysis in the social sciences, to derive the views of experts on facade design. (Results) Among the six characteristic elements, uniqueness was the most frequently used element for brand facades. Cognizance and visuality were the next most important items, followed by iconicity, repetition, and tradition. The results of the expert group survey showed that most luxury brand flagship stores had a common indicator between the researcher and respondents; however, Hermes and Louis Vuitton stores had different results. In the case of Hermes, researchers identified tradition and visuality as top values, whereas experts identified tradition and originality as top values. In the case of Louis Vuitton stores, the opposite is true for repeatability and recognizability. (Conclusions) Our analysis shows that high-end luxury flagship stores play an active role in shaping brand image, and that each brand expresses its own identity by expressing its distinctive personality on the store facade. First, brands design their own unique identities and traditions on their storefronts, leaving a strong impression on consumers. Second, the facade design of luxury brand stores is distinctive from other buildings in the urban space, which attracts consumers’ attention and increases their favorability. Third, luxury brands emphasize their brand identity through the facades of their flagship stores by using their own unique patterns and design elements. This suggests that luxury brands use their facades to express their identities and maintain communication with customers, enhancing their brand image.