스페이스 브랜딩을 통한 서울시 미래유산 재생공간 특성에 관한 연구

Abstract

Cultural heritage is being damaged by rapid changes in modern society. Therefore, in order to solidify the cultural identity, Seoul City have come up with a measure of overall preservation plan on future heritage. Meanwhile, space branding for city branding became a significant strategy to solidify such cultural identity. Future heritage is one of the important factors in solidifying the city"s identity and thus requires differentiated approach in the purview of space branding—which provides a cultural value. Hence, this research, centered on the regeneration space amongst Seoul city"s future heritages, suggested the development direction for creation of city value and image building. First, the theoretical aspects of spatial branding and future heritage were reviewed, and an analysis frame consisting of six characteristics was derived by combining the specificity of spatial branding and the role of future heritage. Locations for study were selected from 4 areas within two districts in Seoul City, namely: Jong-ro-gu District and Jung-gu District. And we have analyzed the target space through on-site survey. As a result, for the historical perspective, it was found out that visualizing a unique symbol when relaying historical information was important. For future-orientation perspective, not only in setting the development direction through regeneration but also a strategy suggesting differentiated space and program in order to reach out to the future generation was necessary. For societal perspective, we found out that a community facility for better communication had to be in place. Through case analysis, all perspectives, namely: historical, future-oriented and communal should all be taken into effect in order to maximize the desired brand identity. Therefore, through this research, we intend to suggest a direction to broadcast the future heritage value and also to look forward on solidifying the city"s cultural identity.