몰링형 상업시설의 F&B브랜드 공간구성에 관한 연구

Abstract

(Research Background and Purpose) In modern society, consumers consider shopping malls as one of their leisure destinations and seek a consumer culture that encompasses shopping, dining, entertainment, culture, sports, all in one place. Domestic retail companies are transforming their forms into complex cultural spaces to create a mall culture that aims to differentiate themselves from other shopping malls by expanding their customer base and increasing dwelling time. They adopt differentiation strategies, such as attracting popular F&B (Food and Beverage) establishments, to maximize the experiential aspects of offline stores. The F&B brand's role in complex commercial facilities has expanded as the efficiency of customers has increased because it allows various emotional approaches, such as consumers' taste, vision, smell, and hearing. Therefore, in this study, we analyzed the composition, shape, and characteristics of F&B spaces in large, complex, commercial spaces. (Method) Chapter 2 aims to enhance the understanding of the concept of mall-ing based on prior research and literature, explore trends in shopping malls, and develop an understanding of the three major retail companies in Korea: department stores, outlets, and mixed-use shopping malls. Chapter 3 investigates and analyzes the spatial characteristics of F&B spaces in mall-ing commercial facilities through on-site surveys and a literature review using case analysis. Chapter 4 derives and defines the characteristics of F&B spaces identified in mall-ing. (Results) Through an investigation of a representative commercial facility from department stores, outlets, and mixed-use shopping malls, along with a survey of F&B brands occupying these facilities, it was found that, while the purpose of consumer visits to shopping malls in the past was primarily shopping, nowadays, as most shopping can be done online, consumers visit malls mainly for dining purposes, reflecting their needs. Consequently, the proportion of F&B establishments with a mall composition has increased. Four major characteristics commonly found in F&B establishments were identified: dispersed arrangements, open concepts, themed designs, and relaxation-oriented spaces. (Conclusion) F&B spaces have the potential to attract customers through sensory stimulation, provide unique experiences, and maximize the effects of customer attraction through food. It is considered an industry that can extend the dwell time of customers in malls and induce repeat visits. This study aims to derive the spatial characteristics of F&B establishments in mall-ing-shopping spaces, and is expected to provide guidance for future mall planning. In addition, for the sustainable development of shopping malls in the future, additional research on F&B brand spaces for each shopping mall type is required.