경험형 플래그십 스토어의 시각적 요소가 공간 경험 극대화에 미치는 영향에 관한 연구(2) - 사례 분석 모형 및 실증 분석을 중심으로 -

초록

(Background and Purpose) Experiential flagship stores function as critical physical touchpoints that visually reinforce brand identity and provide consumers with holistic spatial experiences. A previous study empirically verified a partial mediation model in which visual elements enhance spatial experience through neuroaesthetic processing fluency; however, research examining this structural relationship in actual brand spaces remains limited. This study aims to apply the mediation model established in the previous study—linking visual elements, processing fluency, and enhanced spatial experience—to actual experiential flagship store cases to assess its validity and to compare differences in the sub-characteristics of the variables across cases, thereby providing a basis for developing spatial design strategies for flagship stores. (Method) A case analysis model was constructed based on the mediation relationships established in the previous study, and four experiential flagship stores with distinctive visual elements and spatial presentation strategies were selected: HAUS NOWHERE Seoul, Dior Seongsu, House of Sulwhasoo, and Samsung Gangnam. A survey was conducted among 152 adults aged 19 or older who had visited these spaces, and the collected data were analyzed using SPSS 26.0 and the PROCESS macro, employing descriptive statistics, linear regression analysis, and bootstrapping-based mediation analysis. (Results) In all four cases, visual elements had a significant positive effect on both processing fluency and enhanced spatial experience. The dominant sub-elements—originality and playfulness at HAUS NOWHERE Seoul, aesthetics and symbolism at Dior Seongsu, harmony and symbolism at House of Sulwhasoo, and symbolism and originality at Samsung Gangnam—largely corresponded to the visual strategies employed in each space. However, the mediation structure varied across cases: partial mediation was confirmed at HAUS NOWHERE Seoul (indirect effect B=.2200, 95% CI [.1017, .3547]) and House of Sulwhasoo (B=.2190, 95% CI [.0364, .4191]), whereas the confidence intervals for the indirect effects at Dior Seongsu and Samsung Gangnam included zero, indicating that the effects were primarily driven by the direct effects of visual elements. (Conclusions) This study confirmed that the mediation model established in the previous study was not uniformly reproduced in actual brand spaces but varied according to each space's visual strategy. In spaces where the interpretation and understanding of brand narratives are central to the experience, processing fluency serves as a valid pathway for deepening the spatial experience, whereas in spaces centered on strong sculptural or media stimuli, visual elements tend to directly shape spatial experience. These findings suggest that, in flagship store design, the balance between the intensity of visual stimuli and the ease of cognitive processing should be differentiated according to each space's experiential strategy.

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