플래그십 스토어 공간 연출의 상업적 설득과 혼종성

초록

This study aims to analyze twelve flagship stores located in the Garosu-gil and Seongsu-dong areas in Seoul, SouthKorea, through physical and spatial dimensions, considering them within the framework of commercial persuasion and hybridity. These stores seek to create unique and immersive experiential spaces to promote their brand identities. Brands create themesand narratives, segment them, and adapt them to local store conditions to create retail spaces. To guide customer flow withinand around stores, façades are manipulated, decorative and artistic elements are installed, and stores are transformed intogalleries. These spaces represent scenes of consumerism under capitalism. Spatial staging, imbued with meaning and value,serves as a form of commercial persuasion intended to encourage consumption. The concept of hybridity is extensivelymanifested in these flagship stores, which can be categorized into three types: architectural, spatial staging, and object hybridity. Architectural conventions are then broken in both building façades and interior spaces, generating hybrid landscapes throughhybrid spaces and objects. This creates a complex brandscape that challenges traditional perceptions of space and function. These non-committal hybrid landscapes are both inauthentic scenes shaped by the commercialism of a capitalist society, and anew form of possibility within everyday life.

키워드