비언어적 스토리텔링을 적용한 체험 마케팅 기반 기업 복합문화공간 디자인 연구

Abstract

(Background and Purpose) Now that we live in a hyper-connected society, “personalization services” using artificial intelligence (big data and algorithms) are providing users with a new type of lifestyle. As a result, users have come to desire a more intuitive and embodied mode of communication, rather than one limited by linguistic formats. Against this background, modern companies are focusing their attention on experiential marketing strategies using various media to provide hyper-personalized services to users. Therefore, this study aims to derive user-customized storytelling methods through the non-linguistic elements of space that stimulate the user's senses and, based on this, to suggest design directions for the corporate complex cultural space that provide maximized sensory experiences. (Method) This study theoretically examines concepts in non-linguistic storytelling to maximize users’ sensory experiences, followed by deriving non-linguistic spatial elements and characteristics through an analysis of previous research. In addition, the text mining technique of big data analysis is used to analyze the components of the corporate complex cultural space to derive spatial components that affect user experience. The cases were selected as four corporate complex cultural spaces that demonstrate experiential marketing strategies through space, and a comprehensive conclusion is drawn by analyzing them based on big data surveys and previous research. (Results) The results of the analysis showed that Hyundai Card’s “Hyundai Card Music Library,” Ido’s “Ido Ceramic Studio,” BMW’s “BMW Driving Center,” and SKT’s “T Factory” all indicated that elements of corporate complex cultural spaces to maximize user experiences, and in particular, the brand identity space and experience program space were found to be high standards. In addition, in all four cases, the spatial characteristics for maximizing sensory experience showed elements of formativeness, information, and playfulness at a high level. This helped recognize that the sensory system involving visual, tactile, and kinesthetic senses plays a significant role in perceiving the non-linguistic elements of the space. (Conclusions) Therefore, to maximize the user’s sensory experience in the corporate complex cultural space, a brand identity space containing the company’s brand, vision, and direction and an experience program space that provides the company’s differentiated services must be created. In addition, spatial characteristics such as formativeness, information, and playfulness that stimulate the appropriate sensory systems such as vision, touch, and kinesthetics should be reflected in the space as particularly important. This study is significant in that it presents the positive possibility of realizing personalized services through a spatial environment by implementing non-linguistic storytelling in the corporate complex cultural space. I hope that this study will serve as a valuable reference for future development in establishing a company’s multicultural space design strategy based on experiential marketing.