PR 공간이 결합된 복합사옥 설계에 관한 연구 - 스포츠브랜드 사옥을 중심으로 -

Abstract

(Background and Purpose) The space where the public communicates and experiences with brands is expanding from a space where products are displayed and sold to a multicultural space, and recently, it is expanding to a variety of design concepts and experience spaces. The importance of communication between employees and consumers has continued to be emphasized, and various plans have been proposed, but the space of contact between employees and consumers is not composed of specific strategies. In addition, in the case of precedents, the employee space and the consumer space were thoroughly separated or passive communication was proposed, and active linkage was characterized by limited visits through reservations. Therefore, this study aims to propose a complex strategy that can expand the consumer experience space and maintain the security and efficiency of the employee space while communicating with the employees. (Method) This study investigated the changes and types of PR space through previous studies and derived specific spatial strategies. In addition, by analyzing cases built over the past 10 years in which corporate offices and PR spaces have been combined, the operation method of the space, zoning and circulation of programs, and cognitive strategies were derived for employees and the public, which are different user groups. Plans for the placement of routes and programs were made based on the strategy of urban cases based on excellent public accessibility and vertical zoning. (Results) This study targets the office buildings of sports goods brands with a wide range of experience marketing, with the public's experience-based consumption accounting for a large proportion. The program was selected through analysis of 6 office buildings that combine PR spaces, and the employee welfare space was combined for active communication with employees and space efficiency. It was proposed to relocate this according to purpose and openness, and to share it vertically and horizontally through complexity of use and atrium. From the most open external entry plaza to the closed office, we proposed proper separation and linkage of the spaces of employees and consumers. (Conclusions) This study attempted to propose an experience space where employees and the public, who are potential consumers, can freely communicate and experience direct and indirect brand experiences while maintaining the security of employee space and space efficiency of the office. Research on the complex space of consumers and employees needs to be conducted in planning PR spaces combined with offices while proposing various spaces to communicate with the public in the future. However, since this study focused on the zoning plan, the detailed design for each program needs to be supplemented.