공간디자인 마케팅 관점에서의 복합상업공간 플랜테리어 연출 특성에 관한 연구

Abstract

(Background and Purpose) Owing to the improvement in convenience and environmental constraints due to the development of digital technology, the time spent indoors and environmental issues have increased, and the space design spectrum using plants related to the enhancement of the comfort of the indoor environment has expanded. In particular, in complex commercial spaces where customers are attracted, planterior is used in various ways. However, the use of plants that do not fit this purpose can have adverse effects on consumers; therefore, a differentiated plan is required. Hence, this study aimed to derive the characteristics of a planterior in a complex commercial space towards strategic planterior planning, and to suggest a utilization plan to create space value that satisfies the needs of consumers. (Method) The influence of plants on space design doubles the value of space. In this regard, this study identified the concept of planterior through literature review and deduced the directing elements that appeared in previous studies from the perspective of space design marketing. It then presented definitions with three planterior characteristics and three detailed elements according to each characteristic. Based on this, the interior characteristics of the planterior were considered through a case analysis of domestic commercial complexes that evolved by forming a complex. (Results) The functional characteristics of the planterior were derived as comfort, placeness, and mediation; emotional characteristics, as sensibility, tolerance, and association; and environmental characteristics, as eco-friendliness, connectivity, and circulation. As a result of the case analysis, the functional characteristics induced the extension of the stay time by creating a visually relaxed, open, and pleasant space, and induced the influx of users by mediation through the horizontal and vertical connections of the space. As for emotional characteristics, the directing of the planterior expands the senses of consumers, and provides a psychologically stable space and an indirect experience, such as being active outside, through the directing of plants representing seasonal changes; environmental characteristics are in harmony with the aesthetics of the urban environment, and the atmosphere changes with the use of natural materials and periodic replacement of living plants. (Conclusions) The characteristics of planteriors in commercial complex spaces are strategically differentiated in terms of their functional, emotional, and environmental aspects for consumers. When directing a planterior, responding to changes in the consumption environment based on consumer needs is more important than anything else. In the future, it is expected that the utilization of the planterior will increase as a major element of space design; therefore, it is expected that this study will be useful for strategic planning when planning the planterior in a commercial complex space.