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A Study on Space Design Process and Strategy as Experiential Marketing Tool - Focused on Tokyo Prada by Herzog De Moron -  

Jeon, You-Chang (아주대학교 건축학부)
Kim, Seung-Wook (고려대학교 건축학과)
Publication Information
Korean Institute of Interior Design Journal / v.18, no.4, 2009 , pp. 51-60 More about this Journal
Abstract
In consumer space, architecture is experiencing the rise of architectural design that reflects the experience of the customer. As a result, the shape and space in architecture have overcome their basic functional aspirations, thus fulfilling the aesthetic desires driven by human sensibility. This has led to overcome the primary internal condition of sales of industrial establishments and made possible its role as a marketing tool through the improvement of the brand image and in charge of indirect sales. This research will be based on the Prada Tokyo Epee Center's architectural process, designed by Herzog De Moron, focusing on the relationship between the space design process and strategy and experimental marketing aiming towards the architect's intention and goal in relation to perceptive communication. This paper will thus look into how experiential marketing strategies, prominent in marketing, are being shown in comsumer spaceas design elements. It will further investigate into how design elements is being used as a tool for product sales and brand image reconstruction. In conclusion, authors discuss importance of experimental marketing tool in the current consumer society and role of contemporary architects who need to consider design that does not only satisfy their customers but further stimulates their desires.
Keywords
Experiential Marketing; Space Design; Consumer Space; Herzog De Moron; Tokyo Prada;
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