기업 브랜드 체험공간의 경험 디자인 특성에 관한 연구

Abstract

This study aims to seek a design strategy directivity, by examining experience design elements to apply to space, and analyzing experience design characteristics of corporate brand experience spaces. For this study, the concepts and characteristics of corporate brand experience space and experience design were defined, and design application plans were extracted through a case analysis. The spatial range of this study targeted Hyundai Motor Studio, Kakao Friends Shop and Line Friends Store where are indirect marketing spaces where have been built for the recent 3 years and brand experience spaces that belong to consumption spaces. The study results were extracted from this process. First, Hyundai Motor Studio had the biggest number of experience design characteristics, and it was followed by Line Friends Store and Kakao Friends Shop. When experience design characteristics were analyzed, an aesthetic experience element had the biggest intensity of experience design characteristics, and it was followed by an entertainment experience element, an escapism experience element and an educational experience element. Second, compared to other characteristics, an aesthetic experience element and an entertainment experience element were mainly revealed, and an educational experience element was hardly revealed. Third, when there were stronger experience design characteristics in brand experience spaces, the store stay time increased, and purchase activities became active. These findings demonstrate that there will be a need to increase experience design elements for space design and actively introduce various experience elements which escape from existing space design methods.