공간마케팅 관점에서 본 업사이클링 복합문화공간 특성에 관한 연구

Abstract

Both the global pandemic and technological advancements have driven patterns of consumer consumption online. As a result, companies find themselves needing to diversify their offline channels by offering customers unique experiences that go beyond a run-of-the-mill offering. One such strategy involves the use of upcycling spaces, which has multiple benefits: providing a distinctive customer experience, differentiation of a businesses from its competitors, and a more economical businesses. This study aims to analyze the upcycling of complex cultural spaces from a space marketing perspective to provide customers with an immersive experience. In Seongsu-dong, Seoul, eight former warehouse or industrial facilities that have been transformed into upcycled spaces were selected for the field survey. The spaces were evaluated based on five measures: economic feasibility, historicity, artistry, usability, and participation. The results showed that entertainment-oriented locations had a higher level of spatial composition compared to commercial-oriented locations, and that participation was highest and artistry the lowest across all measures. Although entertainment programs in the space added to the customer experience, there were generally a lack of programs that fully utilized the unique characteristics of the upcycled complex cultural space. The artistic aspect of utilizing existing industrial waste was also insufficient, which is likely, therefore, to limit the space’s uniqueness and desirability. Moreover, preserving the structure of existing spaces can serve as a form of storytelling, connecting the past and present, and appealing to modern consumers. Space marketing can be effectively utilized if it is developed with eco-friendly elements and incorporates the link between environmental issues and upcycling.