Spacebranding

  Jooyun Kim's  Spacebranding vol.25 "The space branding space is an exciting and thrilling dream-like place." < Dreams are born from customer awareness> We look up to people wearing nice clothes. Aristoteles said, "Beauty has a better effect than any other letter of recommendation." 1)  Assume that space is a corporate garment. A company can spark the imagination and favor of customers with fantastic and fancy clothes. In the end, space branding can also be called an execution strategy of 'customer retention' for business success. As seen in the case of the Louis Vuitton Foundation mentioned earlier, customers have self-esteem as cultural consumers through spatial experience.   Beekman Tower by Frank Gehry ©Jooyun Kim Customers who cooperate with themselves as cultural persons in the corporate space are bound to become loyal customers of the company. The space is not just a place to visit, where you can escape from the boredom of ever...

      Jooyun Kim's  Spacebranding vol.24 "There is a future of business where customers can imagine." <Rationality leads to the conclusion, and sensibility leads to action> Aesthetics, which originated in ancient Greek, is a word that has both the meaning of perception and emotion. In aesthetics, “good things” are connected with religion. Religion is a promise that there is a higher place. Since thousands of years ago, religion has actually used aesthetics to instill a noble image and satisfy the desire for perfection that believers desire. Painting, sculpture, and architecture(space) created for religious purposes have played a role in evoking aesthetic senses. 1)  Notre-Dame du Haut, Ronchamp design by Le Corbusier ©Jooyun Kim As such, modern design is an aesthetic means of differentiating brands through images and attracting customers' attention and is the key to determining the basic value of a company or object. 2)  Design goes beyond the good a...

      Jooyun Kim's  Spacebranding vol.23 "'The history of space branding' is the 'history of achieving a special purpose for the public with the impression of space'." <Space is a 'brand experience'> Wally Olins classified the four elements of a brand into 'product', 'environment', 'communication', and 'behavior'. According to his classification, the brand's product is the object, the environment is the space, communication is the way of communication, and the action is the behavior of a company or individual. He clarifies environmental factors as 'brand experience'. 1) Le Bon Marché is the world's first department store in the south of the Seine River in France. In 1883, Emile Zola described this department store as a "modern commerce cathedral built for customers" in her novel <Au Bonheur des Dames>. Marché became a standard case of commercial space composition and created a sp...

  Jooyun Kim's  Spacebranding vol.22  "Space is the optimal business platform for providing aesthetic and social values." <Louis Vuitton Space Branding> Louis Vuitton strategically treats brand evolution and trajectories for the future with spatial impressions, as in the case of LOUIS VUITTON SERIES 2 in 2015. In 2017, under the theme of Volez, Voguez, Voyagez – Louis Vuitton, an exhibition with the 160-year history of Louis Vuitton was held in the DDP. It is a space branding activity through exhibitions in major cities around the world, such as Rome, Paris, New York, Beijing, Tokyo, and Seoul.   Volez, Voguez, Voyagez | LOUIS VUITTON https://www.youtube.com/watch?v=1E98RunkWVc  Louis Vuitton went beyond these moving exhibitions and established a new brand space in 2014 as a core platform for brand experience, such as Foundation Louis Vuitton, a museum in the forest of Boulogne in Paris. The core value of Louis Vuitton's holding company...