패션 커뮤니케이션 매체로서의 패션 인스톨레이션 - 젠틀 몬스터 퀀텀 프로젝트를 중심으로 -

Abstract

This study aims to prove that a fashion installation functions as a media of fashion communication which delivers a brand identity through the research of Quantum Project by a Korean eyewear brand Gentle Monster. The presentation methods of Quantum Project are story-telling, digital technology, and interaction, and its aesthetic values are decentralization, surreality, and multi-sentience. Quantum Project, in terms of a fashion communication media, has significances; the delivery of the brand identity, the tool of shoppertainment, and culture marketing. Quantum Project also plays a key role in expanding the boundary of fashion communication method through its serial installations. It consequently becomes a communication tool which offers the brand identity of Gentle Monster; experiment and innovation. This result has an implication that Quantum Project not only induces consumers to come to the store and produces a commercial effect, but from a more strategic and longer-term perspective, would inculcate consumers with the brand identity. This study is thus expected to expand the academical research field of fashion installation as a fashion communication media as well as to lead its meaning, value and new inspiration. Furthermore, from a business perspective, it will also propose the boundary expansion of fashion presentation methods and content and further aid to vitalize creative and experimental practice and research on fashion communication.