The brand space is 'Glamour'

   Jooyun Kim's 
Spacebranding vol.35

“To impress and empathize with a brand, spatial ‘attraction’ related to happiness is necessary.”

<Space is 'Desire'>
Space essentially has an aura. Although you can experience many things with digitally reproduced images without actually looking at them, there is a limit to experiencing space through images no matter how much you look at photos or listen to stories. This is because space is experienced as an experience.

HOUSE VISION 2022 KOREA EXHIBITION ©Jooyun Kim

We feel the "desire" to go someday when we hear a space-related story from someone or encounter a space through a magazine or broadcast. At the same time, he recalls the spaces he experienced in the past and opens up a pleasant imagination.

HOUSE VISION 2022 KOREA EXHIBITION ©Jooyun Kim

HOUSE VISION 2022 KOREA EXHIBITION ©Jooyun Kim

Professor Kwang-Hyeon Kim says: “Architecture is not finished just by seeing it with your own eyes, but you have to see it, touch it, and hear the sound with your own body. That's why architecture feels like a deep emotion that can't be experienced by anything else, and there's a joy in interpreting it by turning it into an interpretation. No matter how beautiful a village is, I have to visit it myself. To get to know the village even a little closer, you have to go up high and look down on the village, visit the narrow streets, curved stairs, and the rooftops of other people’s houses, and sit in the courtyards of their houses.”1)

<The space is 'Glamour'>
The brand space is the object of desire that can only be experienced by visiting. Therefore, spatial 'attractiveness' related to happiness is necessary for brand impression and empathy.
The charm is called 'Glammer' in English. The essence of glamour is seduction as an emotional appeal and a stimulus to desire. Desire is something that is hidden in the subconscious that he was not aware of, and that has infinite possibilities.

2021 Living Design Fair ©Jooyun Kim

When we hear the word 'glamor', we tend to associate women with bodily beauty, but the original word was used by Sir Walter Schott in England in the early 19th century and spread throughout England,  the power to make visible' is a word used to refer to this kind of magic.2) The Webster Dictionary defines it as "an interesting, fantastic, romantic attraction, mysterious, fascinating, or attractive attraction."3)

2013 Gwangju Design Biennale 'Anything, Something'©Jooyun Kim

In the end, glamour is my subjective emotional response to the target's stimulus. Glamour cannot be created without my intervention in the subject. Although the seduction of glamor is an illusion, human feelings for it are true. The glamor of space is not only a momentary pleasure but also the inspiration and insight it provides.4)

<Branded space's outstanding appeal>
British architect Richard Rogers says, "Space is an art form that people constantly encounter in their daily lives."5) The brand space is an object and element that induces specific projections and aspirations through glamor. It is associated with fantasy and escape, transformation, dignity, and a sense of mystery.

In a space that gives change and new experiences, people feel the desire to buy, imagine pleasantly, and induce positive behavior that causes life change.6) When the space is a space-related to a company, the impression of the space becomes one with the identity of the business. Such spaces have the charm of excellence.

Chrysler Building, Image from https://chryslerbuilding.com/

Chrysler Building, Image from https://chryslerbuilding.com/

Completed in 1930, the Manhattan Chrysler Building is a symbol of the era when the glamour of glamour exploded. The American Arteco, which has a clear contrast between light and dark and a streamlined outline, gave the space romance and raised glamour.7)




<5 Summaries>

"To impress and empathize with the brand, we need a spatial 'charm' related to happiness."

"Space is an art form that people constantly encounter in their daily lives"

“The brand space is an object of desire that can only be experienced by visiting.”

"The glamour of space is not only a momentary pleasure but also the inspiration and insight it provides."

"In a space that gives people change and new experiences, people feel the desire to buy, imagine pleasantly, and trigger positive behaviors that change their lives."


1) 김광현 지음, "건축강의 1_건축이라는 가능성", 안그라픽스, 2018.02.20., 43쪽
2) Postrel, Virginia, The Power of Glamour: Longing and the Art of Visual Persuasion, Simon & Schuster, 2017, pp. 21-22
3) Merriam-Webster, ‘glamour’ from https://www.merriam-webster.com/dictionary/glamour
4) Postrel, Virginia, The Power of Glamour: Longing and the Art of Visual Persuasion, Simon & Schuster, 2017, pp. 45
5) 김미리, 안영기자, “이 건물들이 서울 풍경을 바꾸고 있다”, 2018.11.24., from http://news.chosun.com/site/data/html_dir/2018/11/23/2018112301862.html
6) Postrel, Virginia, The Power of Glamour: Longing and the Art of Visual Persuasion, Simon & Schuster, 2017, pp.79-80, 88
7) Postrel, Virginia, The Power of Glamour: Longing and the Art of Visual Persuasion, Simon & Schuster, 2017, pp. 79-80, 314-316
 

 






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