'Brand Experience' and 'Brand of Experience'

 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 everyday life, but an exciting and exciting dream-like place. Dreams essentially have theatrical elements and always have a desire to surprise. A dream space surprises, excites, marvels, and inspires curiosity.2)

The important thing here is that space is created by the inspiration of planners and designers, but dreams are created by customer perception. Ultimately, space branding can achieve successful results only when the inspiration of customers and creators match. Space branding is divided into two strategic methods: "branded experience" which allows existing brands to experience through space and "branded experience" which pursues new or existing brand expansion through spatial experience.3)

<'Brand experience' space>
Pierpont Morgan, the founder of Morgan Stanley, has collected ancient books and rare first editions of art and literature/history since 1890. Most of his collection was donated to the New York Metropolitan Museum of Art, and his residence on Madison Avenue houses the remaining books under the name of the Morgan Library & Museum.

Entrance Hall, Morgan Library & Museum ©Jooyun Kim

The museum is one of the tourist attractions in Manhattan, USA, and houses the U.S. Declaration of Independence, the Gutenberg Bible, and Mozart's handwritten score. The library was built in the neoclassical style between 1902 and 1906 as a library and study in the mansion.

Morgan Library & Museum ©Jooyun Kim

The space is designed as a three-tiered space for its book collections, which The New York Times praised the Morgan Library as "extraordinary." Although it is a small space, the space where the harmony between rare books and indoor spaces is admirable has become a space for branding Morgan's LANE through the history of Chase Bank.

Morgan Library & Museum ©Jooyun Kim

<A space for ‘branding experience’>
Comme Des Garcons, a leading Japanese fashion designer brand, opened a select shop called Dover Street Market in London in 2004. As the select shop that symbolizes Milan, Italy is 10 Corso Como, Dover Street Market immediately became a select shop that symbolizes London fashion after the opening. It has become a shopping space and cultural space for the best dressers in London.

Dover Street Market New York ©Jooyun Kim

The space reminiscent of a gallery is a hot space where extreme funky and minimalistic atmospheres coexist, and performances and live shows are held in the evening. After Beijing in 2010 and Ginza in 2012, Dover Street Market New York was opened in Lexington Avenue, New York, the heart of global fashion retail in 2013. Comme des Garçons is creative, avant-garde, and has the spirit of 'continue to create new things' in its DNA.

Dover Street Market New York ©Jooyun Kim

Dover Street Market New York is a select shop with a 'crazy presence' designed by Comme des Garçons  Rei Kawakubo himself. This space, which is a role model for select shops, combines both high fashions represented by Hermes and street fashion represented by Supreme. In that space, no brands are awkward with each other. This editing shop is not just an editing shop, but a Comme des Garcons flagship store that borrows the form of an editing shop.

Dover Street Market New York ©Jooyun Kim

Dover Street Market New York ©Jooyun Kim

There is no sign on the exterior of the classic building, so this select shop, which you have to look for carefully, is spread across all floors with 'Wear your freedom', 'Begin by choosing', and 'Wear with feeling'. Experience the special shopping space of the slogan. Customers experience the installation art in the gallery on all floors. The principle of changing the internal display once every 6 months is to create a new sensual space that you can't take your eyes off of.

Dover Street Market New York ©Jooyun Kim

Experimental and unique objects, colorful or vintage furniture, and space on each floor always give customers a fresh experience. At the same time, Rose Bakery, a famous Parisian restaurant, was set up on the first floor so that customers can easily visit for a quick meal or tea without the purpose of shopping. Comme des Garçons continues to create spatial issues every six months with an avant-garde display called ‘crazy presence’. It is branding Dover Street Market with experience.4)





<5 Summaries>

"Space branding space is an exciting and exciting dream-like place."

"A dream space surprises, excites, marvels, and inspires curiosity."

"Customers who cooperate with themselves as cultural persons in the corporate space are bound to become loyal customers of the company."

"Modern Stanley brand is experienced as a library of "Special Specialness."

"Dover Street Market is creative, avant-garde, and allows us to experience the spirit of 'continuing to create new things' through space."


1) Gian Luigi Longinotti-Buitoni , Selling Dreams:How to Make Any Product Irresistible, Simon & Schuster 1999, pp. 99
2) Gian Luigi Longinotti-Buitoni , Selling Dreams:How to Make Any Product Irresistible, Simon & Schuster 1999, pp. 50
3) Shaun Smith & Joe Wheeler, Managing the Customer Experience: Turning Customers Into Advocates, Pearson FT Press, 2002
4) brunch, "'도버 스티리트 마켓' 뉴욕을 흔들다", 2015.11.18., from https://brunch.co.kr/@nyfashionbiz/18























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