Spacebranding

Jooyun Kim's  Spacebranding vol.05  "If you imitate the spatial 'likeness' of a business, you give up the opportunity to create your own 'likeness'." <The key point of branding _ ‘likeness’> In branding, ‘likeness’ is the key. “Does this look like that company?” When people say, the branding went well. If there is a company that mimics the "likeness" because the space of a business looks great, it gives up the opportunity to spend the same amount of money and create its own "likeness."   Gentle Monster Seoul Hongdae ’SACRIFICE’ ©    Jooyun Kim That's the business space where we say, "Well, it's all similar!" No matter how trendy it is and how much you want to imitate it, it's the same as wearing clothes that don't suit you if you don't have your own 'likeness.' 1) <The temptation to follow _ 'Trending'> But why are entrepreneurs tempted to follow along with trends? This is becau...

Jooyun Kim's  Spacebranding vol.04 “The great brands are created by those who provide unique experiences” <From store to amusement space _ 'Retail therapy'> 'The Hyundai Seoul' Department Store in Yeouido's concept is 'Forest'. It is a department store with a bright and spacious garden concept with natural light on all floors. For the experience of healing and recovery, 30 times the average department store visitor flocked during Korean Independence Movement Day on March 1. 'Forest' The Hyundai   © Jooyun Kim The Hyundai, which opened on February 26, 2021, removed the word 'department store' from its name. It is a declaration to change the framework of business. It is a cultural and relaxation space that goes beyond the stereotype of the existing department store. 1) 'Waterfall Garden' The Hyundai © Jooyun Kim The spacious and pleasant indoor garden, 'Sounds Forest' and 'Waterfall Garden' have become psycholo...

Jooyun Kim's  Spacebranding vol.03  "In spacebranding, 'being vanguard' is the most important principle. The easiest way to get into people's minds is to be the 'first'." <Being Vanguard; differences between Bilbao and Los Angeles> Focusing on "what should not be done" rather than "what should be done" is required to give vanguard differentiation." 1)   Here's an interesting example of why it's important to be 'vanguard' rather than something similar or to follow. One of them is 'Guggenheim Museum, 1997' in Spain and 'Walt Disney Concert Hall, 2003' in LA by American Architect, Frank Gehry.  The Guggenheim Museum in Bilbao, completed in 1997, is a building that architecturally heralds the arrival of the new millennium in 2000. It is said that it economically revives the decrepit city, creating the term 'Bilbao Effect.' It is a representative example of spacebranding for urban revita...

Jooyun Kim's  Spacebranding vol.02 “Like the music in a movie, space implies the character of the brand and conveys the business values ​​through the first impression through the atmosphere." <Don't understand. Just feel it.> JTBC's* 10th anniversary drama 'Sisyphus', which is about time travel, has come to an end.  The August 2020 film "Tenet," directed by Christopher Nolan of "Inception," was also based on time travel. It's a story that changes the past against future attacks to prevent World War III. The story of the movie moves back and forth between the passage of time. The music stays to the minimal melody and immerses itself in the story with minimal emotion.  The director of 'Tenet' says, "Feel it, don't understand it." The orchestra tune sounds continue then cut off, and the music with a strong beat like a warning sound creates a tense atmosphere. The music of Tenet has become a character. The differe...

Jooyun Kim's   Spacebranding vol.01 "Gentle Monster introduced <Secret Neighbors> trans_space branding in 2016, which connects stories in different international cities ." <  Marvel's Storytelling > Marvel's film is known for its transmedia storytelling.  One worldview unfolds on various platforms. The stories of each platform share a worldview and character, but each has a different story. Independent but organically connected content becomes one great narrative. The narrative of each superhero character is independent. However, the characters converge to the giant platform <Avengers> and create a three-dimensional experience. 1) <  Trans_Space Branding > Eyewear Gentle Monster is well known for its aggressive space branding. In February 2021, its parent company 'I. I. Combined', launched a new dessert brand called Nudake. Next to Dosan Park in Gangnam-gu, 'House Dosan' was prepared to showcase "Gentle Monster" a...