화장품 원 브랜드숍의 공간연출에 관한 연구 -공간 스토리텔링 특성을 중심으로-

Abstract

(Background and Purpose) In the 21st century, the uses of commercial spaces emphasize emotional aspects like enjoyment and reciprocal communion. For example, cosmetic shops are shifting away from the singular goal of displaying and selling products to become spaces that are more personal for customers by utilizing space to tell stories about of the different products. Emotional reactions in customers are stimulated through storytelling according to interior design elements and product exhibition, and consumers are more likely to associate the image of a product or logo with pleasantness. Such spatial stories have positive influences on relationships between major brands and their customers, including repeat business. (Method)This study seeks to determine whether such spatial stories are applied to the design of domestic cosmetic shops in order to determine the importance of spatial storytelling in one-brand shops. The characteristics of spatial storytelling and composition of one-brand shops are deduced through previous research and on-site visits, marking the factors of spatial storytelling through an analysis matrix, and structuring composition factors to analyze the cases. (Results) Brands use stories to convey a specific image of a product to consumers so they are more likely to recognize and choose products of one brand over another in the future. Brand stores offer consumers a full experience of its products, creating multiple associations between items for sale and the emotional payoff customers learn to expect from purchasing items. Therefore, brands try to create multiple areas within a space of construction where each story can be experienced separately. For this study, a theoretical analysis and case analysis were carried out to determine how storytelling is grafted with spatial factors in brand shops to draw in customers. (Conclusions) The conclusions showed that most brand shops had spatial formations where storytelling was applied to elicit emotional consumption, but there were differences in how much each brand shop applied the characteristic of storytelling. There are limitations to this analysis, however, including the restricted number of store visits made to analyze differences in design between single brand and multiple brand shops. Through the analysis of included stores, problems in individual store designs could be identified and compared with the appearance of similar stores to help designers learn to optimize commercial space for storytelling in order to sell more products.