Space experience is a memory product

  Jooyun Kim's 
Spacebranding vol.32

"<The Experience Economy> defines experience as a commodity of memory in this era shifted from the age of consumption to the age of experience."

<Philosophy and spatial experience>
Philosophers' expressions of the human senses are very interesting. Goethe said, 'The hands want to see, the eyes want to caress.' Nietzsche said, 'Dancers have ears on their toes.'1) Some scientific research suggests that 'skin can distinguish a variety of colors'. In the way in which space is sensed, the sensory areas such as the sound and smell of a place occupy as important a part as the way in which it is viewed with the eyes.2) This is because all our senses in the body are connected.

We experience and consume space through our five senses. It's a synesthetic experience. We feel, smell, hear, and touch at the same time as we look.3) The French philosopher Merleau Ponty said, "My perception is not the sum of what is given visually, tactile, and auditory. I use all of my existence to perceive in a holistic way. This is because the object is speaking to all of my senses at the same time."4) 

<The Sky's the Limit> O'Hare International Airport, Chicago ©Jooyun Kim

The expression "all of my existence" here refers to our body. In terms of spatial experience, there is one more important perspective along with the five senses, which is human movement. The spatial experience is not discontinuous like a picture or a picture, but a continuous experience with movement. Humans strengthen their sense of space through continuous experiences.5) We don't stare at just one place in space. The eyes move unknowingly, look around, turn around, and walk through space.

<The Sky's the Limit> O'Hare International Airport, Chicago ©Jooyun Kim

If you imagine someone looking at one spot for a long time with their eyes fixed in a fixed position, it's actually a sculpture, or if it's a real person, it's a street mime. When we look at the person doing the mime, we find it very difficult to maintain that posture, so we find it strange. Humans are natural when there is movement.  Space is experienced through the body's full-sensory information association in this natural movement. We remember space through a 'moving body'.6)

<Spatial experience and business impression>
As Malcolm Gladwell mentioned in the insight of the first two seconds, we judge a spatial situation in terms of a certain feeling or 'feel' within two seconds. This 'sense' is built through interaction with the memories we already have. When this 'sense' becomes a concrete sense of place or identity of the place, that is, when it becomes an experiential memory with a symbolic meaning. Only then is the spatial experience created.7)

The emotion of space that we feel with our 'body' cannot be reproduced with any photograph. Photographs only make the memory of the experience easier to reproduce or make the memory more specific. Although three-dimensional photography, AR (augmented reality), and VR (virtual reality) are emerging due to recent technological advances, it is impossible to reproduce the spatial experience of the field through the five senses in the same way.

'Con-sol-ation' By Jongwan Kim, 2022 Living Design Fair ©Jooyun Kim

Spatial experience is imprinted on the brain as the most powerful experience memory for humans. Our ‘body’ is inherently capable of remembering and imagining space. Perception, memory, and imagination are constant interactions. Spatial experience through 'body' is a fusion of memory, fantasy, and imaginary images.8) Spatial experience is a stimulus triggered by the senses, mind, and spirit, and a good experience creates pleasant emotional memories, rational trust, and dreams.9)

'Con-sol-ation' By Jongwan Kim, 2022 Living Design Fair ©Jooyun Kim

Joseph Pine II & James H. Gilmore defined experience as a commodity of memory in this era of transition from the age of consumption to the age of experience in <The Experience of Economy>.10) Space experiences through the 'body' and certain experiences in space remain the strongest memories that cannot be forgotten. Recently, people have expanded the temptation of others by delivering personal space experiences through SNS. This is an important reason why the modern business world, especially brands, should recognize space as an important platform.





<5 Summaries>

"<The Experience of Economy> defines experience as a commodity of memory in this era shifted from the age of consumption to the age of experience."

"Spatial experience is the triggered stimulus for the senses, mind, and spirit, and a good experience creates pleasant emotional memories, rational trust, and dreams."

"We experience and consume space through the five senses. Spatial experience is not discontinuous like a photograph or painting, but a continuous experience accompanied by movement."

"Humans are natural when there is movement. Space is experienced through the informal association of the whole body in natural movement."

"Spatial experience is created only when space becomes a concrete sense of place and identity with a specific meaning and an experiential memory with a symbolic meaning."


1)Juhani Pallasmaa, The Eyes of the Skin: Architecture and the Senses, Wiley, 2005, pp.23
2) Juhani Pallasmaa, The Eyes of the Skin: Architecture and the Senses, Wiley, 2005, pp.10
3) 김종진, "공간 공감", 효형출판, 2011.09.19, 179쪽
4) Juhani Pallasmaa, The Eyes of the Skin: Architecture and the Senses, Wiley, 2005, pp.33-34
5) 김광현 지음, "건축강의 1_건축이라는 가능성", 안그라픽스, 2018.02.20., 46쪽
6) Juhani Pallasmaa, The Eyes of the Skin: Architecture and the Senses, Wiley, 2005, pp.67
7) Yi-Fu Tuan, Space and place, Univ Of Minnesota Press, 2001((first published 1977), pp.8
8) Juhani Pallasmaa, The Eyes of the Skin: Architecture and the Senses, Wiley, 2005, pp.97
9) Bernd H. Schmitt, Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate, Free Press, 1999, pp.52
10) B. Joseph Pine II & James H. Gilmore, The Experience Economy, Harvard Business School Press, 1999, pp.31
 










Comments

Post a Comment

Popular posts from this blog

The Beginning of Space Branding: Prada Epicenter

Image
    Jooyun Kim's  Spacebranding vol.14 "Prada has imprinted on the public what 'Prada luxury' is with one marvelous space." <Guggenheim Museum to Prada flagship store.> In 2001, a spacebranding space was created in Soho, Manhattan, New York. 'New York Prada Epicenter' is a Prada flagship store. The author takes this space as the beginning of a true modern "spacebranding." 'New York Prada Epicenter', Soho, New York © Jooyun Kim Soho New York ©  Jooyun Kim Prada opened the Guggenheim Museum branch in Soho, which once led American art to the center of the world and was a leading art street, to the public as a flagship store. However, the store's approach was fundamentally different from before. It's a store that doesn't look like a store at all. Prada eliminated the area by drilling nearly half of the ground floor in Manhattan's Soho, where the price per floor area is high. The first floor and the basement are directly ...
Read more

Space is the brand's worldview and media

Image
  Jooyun Kim's  Spacebranding vol.41 "Space branding is controlling everything that is seen in the world to be ideal for a company or brand." <Lotte World Character Lotty's apartment> What does Lotty, a 32-year-old employee, do after work? It is the story of Lotte World's character Lotty. In August 2021, "Lotty's Apartment" was created as a pop-up store on the streets of Seongsu-dong. The goal is to announce the rebranded character Lotty. It was intended to experience the newly created Lotty's worldview through space. Lotty's Apartment by Project Rent ©Jooyun Kim Although it was August, when it was difficult to move due to the rainy season and the heat wave, more than 1,000 people a week visited the small apartment on the street. The space consists of a living room and a home office, and various props for the Lotty, such as pouches and household items, were made. Lotty's Apartment by Project Rent ©Jooyun Kim Of course, I was able to...
Read more

What is Good Space for Space Branding

Image
  Jooyun Kim's  Spacebranding vol.39 “A ‘good space’ for space branding is a Dionysian emotional space.” < 'Space' = 'Symbol of meaning'> Human beings think through 'words,' says psychoanalyst Carl Gustav Jung. Visual images are also like words. ‘Positioning’ is a term used to describe the concept of positioning a company, product, or service in the most advantageous place in the mind of the customer. Marketing theorist Jack Trout, who first popularized it, says: “The word ‘word’ is like the trigger of a gun, which triggers the meaning buried in it.” 1) The spatial image we see is something that replaces something that can be accessed with a purpose, a 'symbol' of meaning. German psychologist Rudolf Arnheim reveals that a person's reaction to the figure and the psychological state can be judged only by a drawing of a curved, smooth figure or lightning-like sharp figure on paper. If the clumsy graffiti painting on paper is the same, it can b...
Read more