| Abstract |
| In National brand era, the World Exposition increases exchanges in the social, economic and cultural fields and it shows the spatial design trends. At the same time, it is a field of space design marketing. Each pavilion plays a major part of space design marketing as a media. According to the concept of space design marketing, the pavilions are designed to hold the visitors, to symbolize the nation identity and to evaluate the nation image. In 2010 Shanghai Word Exposition, the pavilions express the national identity in the following ways: modernization of traditional architectural technique, installation of traditional color and materials, creation of space in the basis of symbolic concept and making a landmark. They emphasize also themselves through powerful mass and surface design such as dramatic form and three-dimensional surface, surface adapting to the change in the surroundings, kinetic surface showing the visitors` circulation and digital interactive surface. |
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| Key Words |
| 엑스포건축, 외피, 공간 디자인마케팅, 국가아이덴티티, 국가이미지, Exposition Pavilion, Surface, Space Design Marketing, Nation Identity, Nation Image |
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