가전 리테일 쇼룸의 존별 감성 분위기에 관한 연구 '공간의 온도' 분석 틀을 중심으로

초록

(Background and Purpose) Consumer electronics retail showrooms are hybrid environments in which heterogeneous product zones, such as CE (Consumer Electronics) and MX (Mobile Experience), coexist within a single brand system. Previous retail atmosphere studies have predominantly treated the store as a single unit of analysis, making it difficult to explain how distinct atmospheres are intentionally differentiated across zones within the same showroom. To address this gap, this study proposes a‘spatial temperature’framework that reconstructs the three dimensions of the PAD model into zone-level affective axes—warmth–coldness, stability–tension, and intimacy–distance—linked to six design variables (lighting, color, material, display density, media presentation, and circulation), and empirically examines whether atmospheric differentiation between the CE and MX zones within a single-brand showroom results from intentional design strategies. (Method) A representative single-case study was conducted at Samsung Store Yongin Guseong. Data were collected through field observation, semi-structured interviews with zone managers, and the analysis of design planning documents, and were interpreted through triangulation. An item was classified as intentional design only when evidence from all three sources was consistent, thereby allowing the criterion to function as a means of falsification. To ensure classification reliability, a second coder with professional experience in retail spatial design independently classified twenty field-photograph samples along the three axes, and Cohen's kappa values of .80, .71, and .62 indicated substantial agreement. (Results) Both zones showed consistent directional differences across all three affective axes—CE toward warmth, stability, and intimacy, and MX toward coldness, tension, and distance—confirming systematic zone-level atmospheric differentiation. The contrast was not uniform, however. Shared wooden fixtures kept the warmth gap relatively narrow across both zones, while the intimacy–distance axis demonstrated the sharpest divide, most visibly in the deployment of digital media: emotionally oriented imagery in CE versus specification-driven content in MX. Field observation, zoning documentation, and manager interviews were consistently aligned across all six design variables, indicating that this differentiation reflects a deliberate brand-level strategy rather than an incidental outcome. Notably, the practitioners' perception that the store“feels cold”can be attributed specifically to the affective direction of the MX zone rather than to the showroom as a whole. (Conclusions) This study shifts the analytical unit of retail atmosphere from the store-wide scale to the zone scale, translates architectural atmosphere discourse into measurable retail design variables, and reconstructs practitioners' intuitive expressions such as“cold”and“warm”into an academic measurement framework. The framework thus provides practitioners with a shared design language for calibrating zone-level atmosphere through content tone, material layering, display density, and circulation, while maintaining a unified brand identity across the showroom.

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