플래그십 스토어의 지역적 표현 특성에 관한 연구

초록

The flagship store is positioned as an effective public relations tool that provides a unique brand experience rather than simply selling products. In today’s standardized commercial environment, the flagship store reflects various lifestyles of customers and provides a space to satisfy their consumption needs. The purpose of this study is to present data on how to link regional expression characteristics to the current flagship store. As a research method, theoretical contents on the spatial characteristics and regional expression characteristics of the flagship store were considered, and a field survey was conducted on eight flagship stores in Seoul. The results of the study are as follows. First, although flagship stores are an open space that generally receives abundant light, the natural environmental factors were not well introduced. In order to apply more natural elements, a terrace or rooftop could be improved by, and a garden or walking path would provide a new natural environment in the region. Second, even when the harmony with the surrounding area of the store is high, it can be difficult to identify the facade. Therefore, by using exterior color, formative elements, or typography, designs can be improved to increase attention and arouse the curiosity of passers-by. Third, the cultural space that can promote the community of consumers in the district is insufficient. To this end, an open or variable space should be included to use the space more efficiently and to perform various cultural roles.

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