• 한국실내디자인학회논문집
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• 제24권6호
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• pp.171-182
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• 2015

With the increased quality of life, the meaning of houses is shifting from a functional space for the simple purpose of residing to a symbolic space representing life as personality. Starting with the advancement of IKEA into Korea last year, global brands are about to enter into Korea. As Korean brands are not certain about how to set their direction in the situation where global brands have rushed into the market, it was thought that a key to solve the problem could be found from the cases of the lifestyle stores of Japan, which is moving one step ahead of Korea. Considering the circumstances, the author limited the subjects of this study to the lifestyle stores that have already established their brand identity and have prominent expressional characteristics of interior design in Japan. Research and analysis were conducted through site inspection and books. As a study method, literature and previous research were reviewed to find the program characteristics of interactivity and participation, the spatial characteristics of accessibility and the expressional characteristics of symbolism, scene continuity and function complexity, as the basis for an analysis. The results of the analysis showed that Japanese lifestyle stores are appealing to consumers as the spaces with their own differentiated space composition and various programs, by establishing their unique concepts and explicit brand identity. It is expected that such expressional characteristics of interior design will be of help in defining the direction of interior design of Korean lifestyle stores in the future.

• 한국가구학회지
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• 제27권3호
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• pp.237-245
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• 2016

Single households currently account for 26.5% of all households and their number is expected to continue to rise, reaching 34.5% by 2035. An analysis of the consumption trends and needs of single households shows that they are rising as a new consumer group with a focus on investment on the individual and favouring: small but high-tech products: efficient use of limited resources: safety and peace of mind: self-improvement and leisure. Products which meet such demands are having an impact on the growth of home-furnishing market. An analysis of companies in Korea's home-furnishing market, with examples like the lifestyle company IKEA, shows a variety of brands such as SPA brand, furniture specialist, distributor and character products. And yet most are OEM products which lack differentiated product lines and compete with similar display and distribution structure. We needs the Single household consumption tendency of home-furnishing market and differentiation strategy through product analysis. In order to increase the value of companies in the home-furnishing market, in addition to differentiated design, product competitiveness must aspire to higher customer satisfaction with easy assembly, innovation in logistics, innovative sales methods such as virtual-reality simulation for products and space, individually-tailored furniture for the needs of single household and products which combine smart technology. For home-grown home-furnishing brands to have competitiveness, they must leverage on the strengths of the industry, offering differentiated and competitive products in a wider range of areas with convergence functions as well as differentiation in consumer interface and application of advancing technology; in-depth product research is called for.

• 한국콘텐츠학회논문지
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• 제19권12호
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• pp.121-128
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• 2019

본 연구는 2019 칸 국제광고제에서 수상한 작품들을 분석하여, 다섯 개의 주제를 가지고 크리에이티브 트렌드를 제시하였다. 다감각 경험, 크리에이티비티와 데이터와의 결합, 진정한 휴머니즘, 행동하는 브랜드, 그리고 사회 약자에 대한 배려라는 주제들이 글로벌한 크리에이티브 트렌드로서 많은 기업들이 소비자들에게 전달하고자 하는 메시지임을 확인했다. 단순한 시각적 자극에서 벗어나 소리 및 향기를 이용해 적극적으로 브랜드를 알리고자 하는 노력들은 기존에도 있었지만, 어떻게 새롭게 보여줄 것인가를 고민한 캠페인이 눈에 띄었다. 데이터들 속에서 의미 있는 소비자 인사이트를 찾아내 그것에 크리에이티비티를 더해 소비자들에게 감동을 주고, 결국 행동의 변화를 일으키고자 하는 캠페인들 역시 칸 국제광고제에서 호평을 받았으며, 진정한 휴머니즘을 바탕으로 한 광고들도 좋은 평가를 받았다. 기업의 철학 그리고 브랜드의 목적을 져버리지 않고 옳은 것을 행하는 '행동주의'에 앞장선 나이키의 사례는 큰 반향을 일으켰다. 마지막으로, 사회 약자인 장애인들을 배려한 프로젝트들 역시 2019 칸 국제광고제에서 수상했다.

• 한국실내디자인학회논문집
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• 제23권1호
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• pp.143-151
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• 2014

Nowadays, space branding becomes more important since it reflects and synthesizes the diverse experiences of the consumer. The objective of the research is to present the new possibilities that space branding offers by analyzing the brand strategy and the design characteristics of branded hotels, which are being projected as constructed branded environments. By integrating the brand with visible or invisible elements of the hotel, such as unique space planning, service, and consumer experience, a branded hotel can be a good vehicle to reflect fast changing consumer lifestyles and trends; it enables the consumer to experience brands in his or her everyday life, and it conveys the overall image of the brand by considering the consumer's multi-sensual experiences. The study processed with theoretical research which is related to the hotel space and branded environment. Four brands were selected with distinct business area and brand strategy, and studied to analyze the strategy and the characteristics of the branded environment in a branded hotel. In particular, the case study attempted to evaluate the distinctiveness of the branded hotel's spatial design by comparing each brand's representative flagship store with the hotel. As a result, four characteristics of branded environments in branded hotels were identified, namely, strengthen brand image, consistent brand strategy, extend brand perception, spatialize brand experience. Armani emphasizes their consistent brand image by applying similar design methods in both retail stores and hotel spaces. IKEA, in contrast, applies not their design identity but their brand concepts like practicality, efficiency, and low prices. Pantone gives an expanded brand experience by using synesthetic sensual stimulation using their color system. Missoni mixes and composes their patterns and materials in a three-dimensional manner and strengthens design possibilities and spatiality. This study suggests specific design methods to construct a branded environment in a branded hotel and offers new strategic directions for space branding.