플래그쉽 스토어에 나타난 지역적 특성에 관한 사례 연구

Abstract

A flagship store should not only focus on the value of the brand, but also have a connection with where the store is located. As flagship store designs are generally focused on marketing to promote consumption culture, improvements in linking flagship stores with regional characteristics are needed. Thus, the purpose of this study is to analyze the regional expression characteristics of the flagship store and propose a design improvement plan. The research methods include literature reviews and field investigations. Four cases of flagship stores including Tamburins, Diptyque, Dolce & Gabbana, and Golden Goose located in Gangnam-gu, Seoul were looked at in this study. The characteristics of regional expression for the flagship store were carefully reviewed in the literature and a design checklist was derived considering the regional characteristics of Gangnam-gu. The field investigation resulted in three major findings. First, the design of the flagship stores emphasizes the value of each brand rather than incorporating nature characteristics into the interior store environment. This suggests that it is necessary to create a pleasant environment by incorporating local natural design elements into the flagship store. Second, the flagship stores show a unified appearance with the surrounding buildings, but the openness to the interior space is low. This indicates that it is necessary to naturally connect with the local environment through transparency in the store. Third, most stores show unique interiors and space composition, however they do not provide any comfortable spaces (e.g. cafes and rest areas) for social interaction among consumers. This suggests that there is a need to provide an environment that can play a cultural role to promote the value of local culture. In conclusion, in today’s uniform urban space, flagship stores need a design improvement plan that can be created as a symbolic place in the region.