The final stage of the brand is space.

 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 LVMH, which boasts originality, innovation, excellent quality, image, craftsmanship, and commitment to the best, is "Our products and the cultural values that they implement create dreams and fantasies by properly harmonizing tradition and innovation."1)

FONDATION LOUIS VUITTON from https://arquitecturaviva.com/works/fondation-louis-vuitton-paris

LVMH's Chairman Bernard Arnault, who owns more than 50 luxury brands including Louis Vuitton, explains his thoughts on the Louis Vuitton foundation, which is like a jewel in a sparkling forest, on the website. asked Frank Gehry to design an iconic building for the 21st century. This is a new space for dialogue with the public and providing a platform for discussion and exchange for artists and intellectuals.”

FONDATION LOUIS VUITTON from https://en.louisvuitton.com/eng-nl/magazine/articles/foundation-lv-at-home

The Louis Vuitton Foundation is not a space to promote Louis Vuitton's history and products. It is a high-level space branding space that differentiates the value of the Louis Vuitton brand by communicating with the public the architectural design of craftsmanship, the sensitivity of spatial details, and the works of art owned by Chairman Arnault. It is a space that communicates the identity of Louis Vuitton with customers through Louis Vuitton's eye for selecting good works and a splendidly shining architectural space.

<The space is a holistic approach>
Motoo Nikanishi, the founder of PAOS, Japan's leading identity company, says as follows. “Today's great companies must find a balance between quantitative management, human management, and aesthetic management. In other words, companies should become an economic agent that provides not only profits but also aesthetic and social values. Companies that can be harmonized in these areas will take the lead in the coming century.”2)

The core activity in the era of 'marketing 4.0,' is the provision of aesthetic and social values, which requires expecting an active role of customers for horizontal relationships with customers. Space is the optimal business platform for providing such value. Dan Hill, author of 'Body of truth: leveraging what consumers can't or won't say', said, "What consumers want to gain through the brand is sensory-emotional conviction. The new era calls for a holistic approach that integrates body, mind, and spirit into one.”3)

<Space 'servicescape'>
Space is the most effective branding platform as a holistic approach directly involved in customer perception. Mary Jo Bitner of the University of Arizona, author of 'Service Marketing,' reveals that the physical space environment is particularly important for customers' perception of service businesses such as hotels, restaurants, offices, banks, retail stores, and hospitals.
 
Customers perceive the image of space as an external signal as a clue to the quality of the service before receiving the service. In fact, customers can be fascinated or satisfied with the service depending on the space and physical environment. One of the important things about space in his study is the fact that space has the same effect on not only customers but also employees.

Bitner also coined the new term 'Servicescape' to emphasize the cognitive impact of the physical environment centered on space. In an emotionally enjoyable spatial environment, customers evaluate products or services positively.4) Norman Denzin, a sociology professor at the University of Illinois, said, "A living experience is a final step in product materialization. In other words, the living experience becomes the final product in the experience of capitalism."5)

<The final stage of the brand is space>
Jo Soo-yong, one of Korea's leading creative directors and co-chairman of Kakao in 2018, said in an interview that the final stage of the brand is space. “The final stage of a brand is space. When it meets the space, it makes the brand complete. The image of a particular company or product, the pinnacle of what we think is design, is space after all."6)

In the words of CEO Soo-yong Jo, there is a key point of view that space-related businesses must consider. It is a fact that space construction must start from the beginning of the business plan in terms of space branding. In general, when planning a business in a traditional business, space is one of the last choices in any sequence.

However, now that all businesses are becoming a 'lifestyle', it has become an essential requirement for business success to start with the core of the brand experience from the beginning of the business plan from the perspective of space branding.

nest hotel incheon from http://johcompany.com/nest/

nest hotel incheon from http://johcompany.com/nest/

nest hotel incheon from http://johcompany.com/nest/





<5 Summaries>

"Space is the optimal business platform for providing aesthetic and social values."

"Louis Vuitton Foundation: A space branding space that differentiates the value of the Louis Vuitton brand by communicating with the public the architectural design of craftsmanship, the sensitivity of spatial details, and the works of art owned by Chairman Arnault"

“The final stage of a brand is space. When it meets the space, it makes the brand complete."

"'Servicescape', in an emotionally enjoyable spatial environment, customers evaluate products or services positively."

"Space and cultural values create dreams and fantasies by properly harmonizing tradition and innovation."


1) Wally Olins, On Brand, Thames & Hudson, 2003, pp. 106
2)  BERND SCHMITT & ALEX SIMONSON, Marketing aesthetics, free Press, 2009, pp. 68-69
3) Dan Hill, body of truth : leveraging what consumers can't or won't say, Wiley, 2003
4) Mary Jo Bitner, 1992, "Servicescapes: The Impact of Physical Surroundings on Customers and Employee", Journal of Marketing Vol.56(April 1992), p57-71, from http://web.wilkes.edu/jennifer.edmonds/MBA_513/servicescapes.pdf
5) 권민 지음, "브랜딩", BY UNITAS BRAND, 2012.09.05., 112
6) “인터넷의 틀을 벗어나다-조수용 제이오에이치(JOH) 대표”, 2011.06.14., from http://limwonki.com/454

 







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