| Abstract |
| As our society has become information-oriented with economic growth and development of scientific technologies, social changes focusing on diversification has occurred. This led to changes of cultural environment in which personal individuality is considered valuable and we need strategies to promote sensitivity and to satisfy purchasing needs. For the purpose, enterprises use brand stores as a point connecting brand to customers and a means for brand experience. Therefore, this study analysed flagship stores representing brand identity according to five strategic modules, Schmidt`s experiential strategies, examined how experiential strategies are represented through landmark, malling, concept line, core attraction and identified effective spatial representative means for brand identity, and the results are presented as follows:
Most of the experiential strategies to form brand identity in space were represented through individual experiences of customers such as experience of five senses, emotional experience and cognitive experience, and there was less representation of behaviors and relationship experiences which are socially and culturally shared. Characteristics of experiential design factors represented in space according to each strategy are presented through differentiated external forms, projective design, and landmarks of signboards, and sensitive experiences are presented through diverse spatial compositions, specialized materials and illuminations. In respect to cognitive experiences, design variables are represented for direct experiences of customers through installation environment and multi-media simulation. Behavioral experiences are presented through thematic lifestyles and relationship experiences are presented through media simulation which connects users to social environment. |
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| Key Words |
| 브렌드아이덴티티, 체험, 플래그쉽스토어, Brand identity, Experience, Flagship store |
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