파사드 디자인의 브랜드 이미지 표현에 관한 연구 : 청담 패션 브랜드 플래그십 스토어를 중심으로

Abstract

(Background and Purpose) The facade of the flagship store is an important tool that gives each brand a representation and embodies the image of various brands. This study analyzes the expression of brand image projected on the facade design of commercial buildings, finds out the best expressions for flagship stores, and suggests the brand image’s expressive characteristics that can be referred to in the facade design. For analysis, the facade design is divided into three types. Brand image is divided into five expression characteristics and set up as analysis elements. (Method) This study adopted case analysis based on literature review, one of the qualitative analysis methods. It collected domestic and foreign literature, books, academic journals, and dissertations(thesis), attempting theoretical considerations on flagship store and facade design. It analyzed according to the analysis elements and the designed analysis framework was derived by redefining the characteristics of brand image based on previous research. This case study is limited to fashion brand flagship stores renewed or newly built with unique surfaces in Cheongdam-dong, Gangnam-gu, which provide a glimpse of Korea's widest range of architectural and exterior designs. (Results) The results indicated that among the three types of facade design, the type that best expresses the characteristics of the brand image is the facade type by pattern and in addition, “originality,” “repeatability,” and “attractiveness” were most expressed as specific brand image characteristics. In the facade type by form, the characteristics of the brand image, “attractiveness” was high and in the facade type by material, “symbolism” was most highlighted. (Conclusion) The analysis showed that the flagship stores in each of the six cases were intended to express the brand image in the facade design. This means that there is a correlation between the facade design and the expression of the brand image. This study finally proposed the ideal design of fashion brand flagship stores’ facade as follows: first, it must be patterned using the brand identity and then expressing it on the facade. Second, differentiated original brand images that do not imitate other brands should be expressed on the facade. Third, the form, shape, etc. that can feel the rhythm must be repeatedly expressed on the facade. Fourth, attractiveness should be expressed on the facade, which harmonizes the special decorative elements that can represent the brand, form, and color. The results suggest that the design of the brand image on the flagship store facade emphasizes the message that needs to be delivered and enhances communication with the customer.