• Korean Institute of Interior Design Journal
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• no.17
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• pp.65-72
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• 1998

This study intends to analyze the various spatial structures and characteristics of the museum based on the two of the Renzo Piano's recent projects Menil Collection '||'&'||' Museum and Beyeler Foundation Museum Which defined the direction of the "Third Generation" in museum architecture with reference to the quality of spatial experience and design applications. Comparison and analysis were done on the basic spatial organization floor layout accessibility exhibition area lighting plan and circulation between the two museum. Through the itemized common characteristics of the museum the architect's proposal on meaning and direction of the new museum architecture can be viewed. The contemporary museums distinguish themselves quite clearly from their predecessors and this applies both to their own form and to their spatial organization. As the public demands and requests toward the museum building facility expand everyday the architect must respond by providing multiple types of space where people can experience different atmosphere in each area. One concept he used to create multi experienced area was manipulation of the natural light using by the state-of-the-art techniques of the light filtering system and multi-layering roof system to protect the valuable collections against the direct sunlight. But mainly it was to prove his strong belief in "architecture of light" by creating space with minimized meaning by purposely distinguished area in order to provide maximum support to the physical value of the collection " The connection with nature" is another concept which Piano used to provide the public a tranquil experience through out the architecture which engages in a lively dialogue with art. In spatial organization Piano concerned on functionality which not only concentrated on the visitor's point of view but also on the museum staff's comfort. Unlkie the traditional museum he alternates various size of exhibition areas for spatial hierarchy. Specially the spatial flexibility that the temporary exhibition areas are able to be expanded to the permanent exhibition areas by adjoining t재 spaces differentiate Piano's new museum from the rest. museum from the rest.

• Architectural research
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• v.13 no.3
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• pp.3-10
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• 2011

The Characteristics of space are determined by several factors; however, the element that determines the physical characteristic of floors, walls, and ceiling is the structure. This study constructs a wall to analyze the direct effect that the layout of an exhibition wall has on the element of the wall followed by the structural process and visibility of descriptive analysis and examples of art museums that the shift from a perceptional wall to an experiential wall affected circulation. For elements and formation methods of the wall, first, it is made up of open and closed type exhibition spaces, and it can give abundance in qualitative space rather than a quantitative aspect. Secondly, the directivity of space changes according to the development of the visible axis, thus, directly affects the change in visibility. Thirdly, the difference between spatial structure and visual structure is the difference between the visual axis and spatial structure. The wall formation type followed by the combination method, the simple visible structure, which is the type that possesses the simple combination (Room, Zone, Cluster), repeatedly uses the same size of units of space that is orderly and has few spatial axes and the classification of simple type and simple cluster type, which has few visible axes, also exists. Also, with the complex structure of the maze type it displays the reiterated form of the cluster, which is the space with disorderly combination and has much visible axes and spatial axes. Also, these can be divided into three types: 1) Maze Cluster Type, 2) Cross Road Type, and 3) Open Flexible Type. These wall types lead the various changes in circulation, and even each of the arrangement qualities of the exhibitions should be researched according to its exhibition place type.

• Journal of Intelligence and Information Systems
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• v.18 no.3
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• pp.171-183
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• 2012

In the development of technologies, the exhibition industry has received much attention from governments and companies as an important way of marketing activities. Also, the exhibitors have considered the exhibition as new channels of marketing activities. However, the growing size of exhibitions for net square feet and the number of visitors naturally creates the competitive environment for them. Therefore, to make use of the effective marketing tools in these environments, they have planned and implemented many promotion technics. Especially, through smart environment which makes them provide real-time information for visitors, they can implement various kinds of promotion. However, promotions ignoring visitors' various needs and preferences can lose the original purposes and functions of them. That is, as indiscriminate promotions make visitors feel like spam, they can't achieve their purposes. Therefore, they need an approach using STP strategy which segments visitors through right evidences (Segmentation), selects the target visitors (Targeting), and give proper services to them (Positioning). For using STP Strategy in the smart exhibition environment, we consider these characteristics of it. First, an exhibition is defined as market events of a specific duration, which are held at intervals. According to this, exhibitors who plan some promotions should different events and promotions in each exhibition. Therefore, when they adopt traditional STP strategies, a system can provide services using insufficient information and of existing visitors, and should guarantee the performance of it. Second, to segment automatically, cluster analysis which is generally used as data mining technology can be adopted. In the smart exhibition environment, information of visitors can be acquired in real-time. At the same time, services using this information should be also provided in real-time. However, many clustering algorithms have scalability problem which they hardly work on a large database and require for domain knowledge to determine input parameters. Therefore, through selecting a suitable methodology and fitting, it should provide real-time services. Finally, it is needed to make use of data in the smart exhibition environment. As there are useful data such as booth visit records and participation records for events, the STP strategy for the smart exhibition is based on not only demographical segmentation but also behavioral segmentation. Therefore, in this study, we analyze a case of the promotion methodology which exhibitors can provide a differentiated service to segmented visitors in the smart exhibition environment. First, considering characteristics of the smart exhibition environment, we draw evidences of segmentation and fit the clustering methodology for providing real-time services. There are many studies for classify visitors, but we adopt a segmentation methodology based on visitors' behavioral traits. Through the direct observation, Veron and Levasseur classify visitors into four groups to liken visitors' traits to animals (Butterfly, fish, grasshopper, and ant). Especially, because variables of their classification like the number of visits and the average time of a visit can estimate in the smart exhibition environment, it can provide theoretical and practical background for our system. Next, we construct a pilot system which automatically selects suitable visitors along the objectives of promotions and instantly provide promotion messages to them. That is, based on the segmentation of our methodology, our system automatically selects suitable visitors along the characteristics of promotions. We adopt this system to real exhibition environment, and analyze data from results of adaptation. As a result, as we classify visitors into four types through their behavioral pattern in the exhibition, we provide some insights for researchers who build the smart exhibition environment and can gain promotion strategies fitting each cluster. First, visitors of ANT type show high response rate for promotion messages except experience promotion. So they are fascinated by actual profits in exhibition area, and dislike promotions requiring a long time. Contrastively, visitors of GRASSHOPPER type show high response rate only for experience promotion. Second, visitors of FISH type appear favors to coupon and contents promotions. That is, although they don't look in detail, they prefer to obtain further information such as brochure. Especially, exhibitors that want to give much information for limited time should give attention to visitors of this type. Consequently, these promotion strategies are expected to give exhibitors some insights when they plan and organize their activities, and grow the performance of them.

• Korea Science and Art Forum
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• v.20
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• pp.147-158
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• 2015

This study made an approach to the industrial exhibition space, which is a medium of marketing communication, from the position of an enterprise and consumers through the output of Space Design, and conducted it with focus on B2B transactions among specialized exhibitions. In addition, this study inquired into what factors should be considered along with space design by interpreting the purpose of participating in the exhibition and space design of the enterprise which supply capital goods, elements, related technologies and materials, etc. This study aimed at drawing the direct/indirect effect, produced by space design, on the marketing by analyzing correlation between space design and participating enterprises' marketing. Despite the marketing effect of the exhibition, which was proved by preceding research results, the reality is that exhibition-participating expenses work as considerable burden on enterprises. Particularly, booth design, which is forming the most proportion among the participating expenses, was found to have insufficient influence on visitors due to the decline in its importance among diverse factors influencing visitor's decision to visit a booth. Regardless of the business category of participating enterprises in the exhibition, the standard of exhibits was ranked as the most important consideration factor in visiting a booth. Even by business category, the standard of booth design rarely had an influence on booth visit. Booth design had an affirmative influence on participating enterprise's preference, but its influence on product purchase or business talk & contact with a participating enterprise or price was found to be extremely low. It's difficult to judge marketing success or failure of an exhibition by the form and standard of booth design. Preferably, this study infers that it's necessary to put much weight on qualitative excellence of an exhibition, which consists of participation of an enterprise in possession of excellent technologies, exhibits with higher standards and high-quality visitors with purchasing power. This study suggests that it's more effective to set up the plan for expansion of participation in exhibition by optimally regulating the proportion of space design in participating expense to increase marketing effectiveness of an exhibition. The limitations of this study, analysis of which based on the visitors to an exhibition only, requires supplementation through the follow-up research work on participating enterprises in the exhibition.

• Trans-
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• v.7
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• pp.19-48
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• 2019

This study was described to examine the meaning of the media exhibition work <70mK>, which aims to capture the topography of the collective consciousness of the Korean people through large-scale interviews. <70mK> edits and organizes interview images of individual beings in mosaic-like layouts and forms, creating video exhibitions and holding exhibitions. The objects in the split frame show the continuity of differences that reveal their own thoughts and personalities. This is a synchronic and conscious collective typology in which the intrinsic nature of the individuals is embodied in a simultaneous and holistic image. Interview images reveal their own form as a actual being and convey the intrinsic nature of one's own as oral information. <70mK> constructs a new individualization by aesthetically structuring the forms and information of life individuals in the extension of a specific group. The beings in the frame are not communicating with each other and are looking straight ahead. it conveys to visitors their relationship and personality as the preindividual reality. It is the repetitive arrangement and composition of heterogeneity and difference that each individual shows, and is a chain operation that includes collective identity behind it. <70mK> constructs the direct images and sounds of individual interviewee, creating a new form of information transfer called Video Art Exhibition. This makes metaphors and perceptions of the meaning and process of transindividual relationships and the meaning of psychic individuation and collective individuation. This is an appropriate case to explain with modern technology and individualization of Gilbert Simondon thought together with the meaning of becoming and relation of individualization. The exhibition space constructed by <70mK> is an aesthetic methodology of the psychic and collective meaning and its relationship to a particular group of individuals through which they are connected. Simondon studied the meaning of the process of individualization and the meaning of becoming, and is a philosopher who positively considered the potential of modern technology. <70mK> is a new individual as structured and generated ethical reality mediated by modern technology mechanisms and network behaviors. It is an case of an aesthetic and practical methodology of how interviews function as 'transduction' in the process of individualization in which technology is cooperated. The direct images and sounds of <70mK> are systems in which the information of life individuals is carried, amplified, accumulated and transmitted. It is also a new individual as a psychic and collective landscape. It is a newly became exhibition art work through the multiple individualization, and is a representation of transindividual meanings and process. The media exhibition art of individualized metastable states leads to new relationships in which viewers perceive the same preindividual reality and feel affectivity. The exhibition space of <70mK> becomes a stage for preparing the actual possibility of the transindividual group beyond the representation of the semantic function.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.198-210
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• 2016

The purpose of this study is to analyze the tourists' circulations and behaviors at one of the representative dark tourism sites in Seoul, named Seodaemun Prison History Hall. This study conducts direct observation and behaviour tracking or follow-up survey based on traffic circulation and visitors' Muse-Ethogram extracted from the previous studies. The result of tourists' actual circulations shows that main tourists' flows of study areas consist of 3 approaches; suggested, unstructured and directed approaches. And tourists' behaviors such as moving(M), stop looking(SL), and reading(RE) reveal with the highest frequency. This study finds the 'expressing feeling(EXP)' as a new visitor' behavior in dark tourism site. The highest frequency of visitors' movement patterns is stop looking-reading-move(SL-RE-M). The results of this study could be used as a planning and design guidelines of dark tourism related to exhibition circulation, visitors' behaviors and development of exhibition content.

• Journal of the Korean earth science society
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• v.39 no.5
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• pp.483-500
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• 2018

The purpose of this study was to explore what kinds of science communication are ongoing in formal and informal settings for learning about nuclear energy, which is very important issue domestically and internationally. The researchers collected and analyzed data from science textbooks at elementary and middle school levels, from exhibitions in Y informal hall that belongs to one nuclear power plant, and from 40 bestselling books about nuclear energy in order to explore the kind of science communication. The same process was used to explore Japanese case so that we could compare the results with Korean cases and draw implications for enhancing science communication about nuclear energy. The science communication of nuclear energy in Korea included implicit and indirect content espoused in science textbooks; two opposite views displayed in bestselling books, and positive aspects mainly displayed in exhibition of information hall in nuclear power plant. It is suggested that both direct and explicit science communication along with the neutral viewpoints including positive and negative ones be provided for the public to form a good understanding of nuclear energy.

• 보존과학연구
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• s.32
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• pp.185-193
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• 2011

The Wallace Collection in London (one of the national museums in the UK) has a gallery dedicated to conservation related displays. As well as permanent displays on the manufacturing techniques and materials of artifacts, there is a specially designed space for temporary conservation exhibitions. Through the example of the current conservation exhibition at the Wallace Collection and similar exhibitions and displays from other museums in the UK, this paper will study how the relationship and communication between the conservation profession and the general public have changed, from conservation as a behind-the-scenes and little-known activity to a closer interaction with the public and as a direct educational tool. The general function of a museum can be seen to have evolved from providing passive information to its visitors to offering more active and various forms of education. Conservation has developed with this change towards more awareness of the profession and its role in the preservation of cultural heritage through public outreach programs and displays.

• Journal of the Korean Society of Food Culture
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• v.30 no.1
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• pp.29-40
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• 2015

This study analyzed purchasing characteristics of local agricultural products and processed products as well as evaluated operation programs for Changnyeon festival participants. The purchasing rates of local agricultural products and processed products at this festival were 63.6% and 49.1%, respectively, and the main purchased crops were onion (42.6%) and garlic (20.7%). Drinks (43.6%) were highly purchased processed products. The recognition (95.3%) and preferences (98.4%) for Changyeong local agricultural products were high at this festival. Subjects (72.5%) responded that public relations were effective for sale at this festival, and evaluation of the operation program for the festival was $3.51{\pm}0.74$ (total score 5 points). Satisfaction with the experience event (37.7%) and exhibition event (33.6%) were high at this festival program, whereas participants gave low rates for art exhibition and sale events of local agricultural products (16.2%), cooking education (14.7%), direct education program (12.9%), and games (12.1%). This festival was an effective means of public relations, although purchase effects were not significant. This result suggests that the festival is necessary for planning a program to increase purchasing.

• Korean Institute of Interior Design Journal
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• v.22 no.5
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• pp.96-105
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• 2013

Branding is a process of building the relationship between a brand and consumers. This process can also happen in a space that reflects brand characteristics, and this kind of branding is called space branding. This way can strengthen a brand image by delivering its profound impressions with synesthetic experiential services for consumers. In terms of brand extension, particularly, it is possible by space branding to apply the image and value of the parent brand to spatial design so as to expect the direct effect of experiential brand recognition. As a result of case analysis for space branding - the scope of which was limited to hotels - specific ways of embodying a brand into space were largely classified into three types: the first is the 'embodiment of visual elements' that directly embodies a brand's logos, colors, forms, and textures into space; the second is the 'experience of brand content' that mainly adopts the way of giving impressions with events or customer services, or of inducing direct experiences combined with exhibition function; and the third is the 'symbolic expression of brand characteristics' that indirectly expresses the strong concept or image of a brand - a type in contrast to the first direct type. These ways of space branding change the general abstract feeling of a brand's qualities into specific spatial experiences, thus now settling as one of the ways of marketing that are direct, strongly sustainable, and the most effective.