Journal of the Architectural Institute of Korea (대한건축학회논문집)

Architectural Institute of Korea (대한건축학회)
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Delving Critically into the Flagship Store as the Affective Brandscape

정동적 브랜드스케이프로서의 플래그십 스토어에 대한 비평적 고찰

  • Received : 2023.07.15
  • Accepted : 2023.08.21
  • Published : 2023.09.30
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Abstract

The objective of this study is to explore the concept of flagship stores, focusing on what is deemed the affective brandscape. These flagship stores stand apart from regular retail stores by emphasizing the experience economy as a pivotal factor. Instead of merely being landmarks, these stores introduce fresh ways of experiencing commerce, blurring the distinctions between local and global, original and symbolic, and authentic and artificial. This blending of elements often referred to as hybrid or hyphenated designs, serves as a means to convey brand identity. To comprehensively understand how flagship stores function and engage potential customers, it is essential to examine how companies combine diverse elements related to the physical and intangible aspects of a store, including its location, ambiance, and historical context. These hybrid commercial models prompt an exploration of how flagship stores are intricately woven together, creating combinations that are both distancing and emotionally impactful. Through case studies, including a detailed analysis of the 2002 OMA-designed Prada Epicenter, this study also compares and analyzes four selected flagship stores of the globally popular cosmetic brand Aesop. This study aims to uncover how disparate elements are harmonized to create a branded world that extends both physically and conceptually beyond the store itself.

Keywords

Acknowledgement

이 논문은 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2018S1A5A8030315)

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