3 approaches to customer value in spacebranding

   Jooyun Kim's 
Spacebranding vol.18

"The authentic space of a company becomes an important criterion for purchasing decisions along with product quality and service."

<First, form-based functional value>
As a functional aspect of space, a brand refers to the most essential and fundamental role that space can play to satisfy customers. A way to experience the meaning of aesthetic forms, symbolic expressions are accessibility, ease of use, convenience functions, the resulting space shape and facade differentiation, and style harmony.

The best examples of pursuing value based on the form are Japanese Muji and Dr. Jart. MUJI embodies the corporate philosophy of 'this is enough' in a simple and calm way to present high-quality products. The impression of a functional, concise, and modest space is a great branding as a convenient function pursued by Muji.

MUJI Tokyo Ginza  from https://design-anthology.com/story/muji-ginza

Dr. Jart tried to implement "the natural health of the skin" as water, air, and light, which are essential elements of the skin. This is a case of expressing the functional value of the brand in an aesthetic form as a space like a chemical laboratory blocked by stainless steel that successfully led the brand launch in 2016.

Dr. Jart © Betwin Space Design

<Second, behavior-based relationship value.>
Brand space refers to the way that the brand and the customer create a positive relationship by leading the customer's experience, exchange, and active participation. Brand space stems from the emotional desire to go, and the space created through it can be divided into autonomous actions, communication participation, and playful events.

The interest and unique experience felt at this time can make customers come back and instill a good image. The Nike flagship store in New York was built as a space where customers can experience the value of 'Just do it' regardless of sales.


Customers waiting for the explanation of the new shoes from https://brunch.co.kr/@gusxn2/22

<Third, meaning-based target value.>
The social role of the brand is that the space goes beyond the individual level of the customer, improves the quality of life of the community such as public interest and happiness, and leads to social, cultural, and shared values. Socially and culturally valuable spaces contain historical, cultural, and social issues of the time, so it has new significance, meaning, and can be seen that it also plays the role of public design.

A representative example of meaning-based target value space branding is the Chanel Store in Amsterdam, the Netherlands. The Crystal House, designed by Dutch architect MVRDV, transforms bricks on the first and second floors of an ordinary building into glass blocks and window frames into the glass, making it look like a transparent building.

from https://www.dezeen.com


At night, the entire space of the store is transparently projected onto the street, creating a unique image, and at the same time creating a creative space that harmonizes with the landscape without harming the street scene. 

Currently, this space is being used by Hermès, not Chanel. Owned by Warenar, Amsterdam-based luxury retail real estate investor, the building wasn't built by Chanel, it was built for rent. A space that reflects the local context can make a positive impression on any brand.




<5 Summaries>

"The authentic space of a company becomes an important criterion for purchasing decisions along with product quality and service."

"As a functional aspect of space, a brand refers to the most essential and fundamental role that space can play to satisfy customers."

"Brand space refers to the way that the brand and the customer create a positive relationship by leading the customer's experience, exchange, and active participation."

"Brand space stems from the emotional desire to go, and the space created through it can be divided into autonomous actions, communication participation, and playful events."

"The brand's social role goes beyond the individual level of customers and leads to social values, cultural values, and shared values."


 Kim Jooyun <Spacebranding> pp21-26

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