A memorable 'space' product
Jooyun Kim's Spacebranding vol.37
"Space is not a 'need', but a 'desire'."
<Lifestyle in pursuit of intangible consumption>Consumer lifestyles are moving from 'consumption of materials' to 'experience' such as travel and cultural life. The popular term "small satisfaction" seeks happiness that can be felt in everyday life.1)
Through a survey of 314 women in their 20s and older, the response to the Chosun Ilbo's question, 'If you had to spend 1 million won, what would you do?' can clearly see the change in values for consumption. 61.8% were "going on a trip," 22.6% were "cultural life such as performances," and 19.1% were "buying luxury bags or clothes."2)
Because travel is costly and time-consuming, visiting museums and performances has become a social megatrend. Now, people value intangible 'experience' more than tangible consumption.
National Museum of Modern and Contemporary Art ©Jooyun Kim
National Museum of Modern and Contemporary Art ©Jooyun Kim
This is because goods are always subjected to the stress of social comparison, but experiences become completely one's own. In an era where food alone and alcohol are becoming more common, there are many ‘experiences’ alone, but most of ‘experience’ consumption is still consumed with social contexts such as friends or lovers.
Seo Eun-kook, a professor at Yonsei University, said: “To make good memories with someone, I travel, watch a movie, and go on a date. In the end, it is becoming more important how and with whom we consume our ‘experience’ than what we buy.”3) In SBS's "Life, Plato Academy" program, Choi In-chul, a psychology professor at Seoul National University, cited "travel" as the best activity to create and maintain happiness.
New York City Museum ©Jooyun Kim
New York City Museum ©Jooyun Kim
He said that the happiness that comes from consumption for possession disappears over time, but experiences continue to create happy stories. In order to be firmly happy, he says, "Buy the history of experience with money, and consume it to enrich the experience."
<Cruise is a space product>Through travel, we create a strong and emotional relationship with the natural environment or the spatial environment with historical history.4) Such emotional memories last for a very long time with a sense of a long time. Although it is not a legacy of time and space, the highest peak of 'space goods' related to happiness is probably cruise.
Many families in the United States travel by cruise every year. Lee Joo-yeon, author of <Enjoy 100 Cruises>, defines a 'moving resort' cruise as follows. "Cruise is a hotel, a restaurant, a theater, a theme park, a beach, and a city." Cruise is an aggregation of dream space travel.5)
Oasis of the Sea Cruise ©Jooyun Kim
Oasis of the Sea Outside the Cruise ©Jooyun Kim
Oasis of the Sea Cruise Inside Street Arcade ©Jooyun Kim
Oasis of the Sea Rock-Wall at the Rear of the Cruise ©Jooyun Kim
Cruise is right to call it a 'moving island'. I have traveled on the "Oasis of the Seas" cruise, with a maximum number of passengers of 6,780 and nearly 10,000 people eating and sleeping on the island, including crew members on the cruise. Almost every space imaginable exists on the island, from artificial rock walls to zip lines. Actually, this space is not a 'need' but a 'desire'.Cruise is the world's largest space business product on the sea.
As Joseph and Gilmour said, “Companies are no longer just places to manufacture products or services, but to provide a rich sense in the minds of customers and, as a result, create experiences. Most parents take their children to Disney World not just for the event itself, but for the sake of creating a shared experience in everyday conversations between families over the next few months or years."6)
The ordinary fact that we have felt happiness in space makes us realize once again how important and meaningful space is in our lives.
<Space is a spatial product remembered in the hippocampus>We experience sublime, beauty, and eternity in the space that has become a legacy of mankind on our trip. The space I experienced through that short trip gives me powerful energy in my life and becomes an important object of happiness. Interestingly, while experiencing intense emotions and happiness in space through travel like this, thinking about the 'value or meaning of space' in today's daily life is very lacking.
Chapel of the Holy Cross, Sedona, Arizona USA ©Jooyun Kim
Chapel of the Holy Cross, Sedona, Arizona USA ©Jooyun Kim
What about the space in my daily life now? Happiness depends on what kind of space one enters.7) You should think carefully about the everyday space as an object that gives you happiness.
As outside activities become uncomfortable due to fine dust and Corona 19, rather than going anywhere on the weekend, there are more activities alone at home, such as reading a book or driving a famous drama, etc. Self-interior 'small luxury', such as creating an atmosphere with a field and taking a selfie and posting it on social media, is also popular.
These things already indicate that people are looking at space as an object of happiness in a 'meaningful way'. In this way, we have already begun to enjoy happiness not only in the historical space, but in the real-life space. Many companies treat the space that is the subject of happiness experiences as important as a platform for business and brands.
A drinking comic book store by U.lab from https://www.designstudioulab.com/project/graphics
A drinking comic book store by U.lab
A drinking comic book store by U.lab
Those companies know that the experience itself is intangible, but that the 'experience product' that remains in people's hearts for a long time is the product that can add the most value to the business or brand.8) Among the experience products, the most powerful is the 'space' product that is remembered in the hippocampus. Of course, even the same spatial experience produces experiences with different meanings according to individual memories and experiences.9)
<5 Summaries>
"Space is not a 'need', but a 'desire'."
"The most powerful among experiential products is the 'space' product that is memorized in the hippocampus."
"We experience sublime, beauty, and eternity in a space that has become a legacy of mankind on our journey. Experienced spaces give powerful energy in life and become important objects of happiness."
"Taking children to Disney World is to create a shared experience in everyday family conversations."
"The happiness that comes from consumption for ownership disappears over time, but the experience continues to create happy stories."
1) 네이버 지식백과, “소확행”, from https://terms.naver.com/entry.nhn?docId=4394371&cid=43667&categoryId=436672) 최보윤기자, “명품은 럭셔리가 아닙니다”, 2017.4.5., from http://news.chosun.com/site/data/html_dir/2017/04/04/2017040401803.html3) 조선일보, “[행복산책] 물건보다 경험을 사고, 혼자 쓰기보다 함께 즐겨야”, 2017.4.24., from http://news.chosun.com/site/data/html_dir/2017/04/23/2017042302189.html4) Juhani Pallasmaa, The Eyes of the Skin: Architecture and the Senses, Wiley, 2005, pp. 195) 이주연 지음, “크루즈 100배 즐기기”, 랜덤하우스, 2010.5.20., 40쪽6) B. Joseph Pine II & James H. Gilmore, The Experience Economy, Harvard Business School Press, 1999, pp. 32-337)de Botton, Alain, The Architecture of Happiness, Simon Vance(NRT), 2009, pp. 1318) B. Joseph Pine II & James H. Gilmore, The Experience Economy, Harvard Business School Press, 1999, pp. 32-339)김상훈, 비즈트렌드연구회 지음, "2015 2017 앞으로 3년 세계 트렌드", 2014.12.29., 128쪽
Consumer lifestyles are moving from 'consumption of materials' to 'experience' such as travel and cultural life. The popular term "small satisfaction" seeks happiness that can be felt in everyday life.1)
Through a survey of 314 women in their 20s and older, the response to the Chosun Ilbo's question, 'If you had to spend 1 million won, what would you do?' can clearly see the change in values for consumption. 61.8% were "going on a trip," 22.6% were "cultural life such as performances," and 19.1% were "buying luxury bags or clothes."2)
Because travel is costly and time-consuming, visiting museums and performances has become a social megatrend. Now, people value intangible 'experience' more than tangible consumption.
National Museum of Modern and Contemporary Art ©Jooyun Kim
National Museum of Modern and Contemporary Art ©Jooyun Kim
This is because goods are always subjected to the stress of social comparison, but experiences become completely one's own. In an era where food alone and alcohol are becoming more common, there are many ‘experiences’ alone, but most of ‘experience’ consumption is still consumed with social contexts such as friends or lovers.
Seo Eun-kook, a professor at Yonsei University, said: “To make good memories with someone, I travel, watch a movie, and go on a date. In the end, it is becoming more important how and with whom we consume our ‘experience’ than what we buy.”3) In SBS's "Life, Plato Academy" program, Choi In-chul, a psychology professor at Seoul National University, cited "travel" as the best activity to create and maintain happiness.
New York City Museum ©Jooyun Kim
New York City Museum ©Jooyun Kim
He said that the happiness that comes from consumption for possession disappears over time, but experiences continue to create happy stories. In order to be firmly happy, he says, "Buy the history of experience with money, and consume it to enrich the experience."
<Cruise is a space product>
Through travel, we create a strong and emotional relationship with the natural environment or the spatial environment with historical history.4) Such emotional memories last for a very long time with a sense of a long time. Although it is not a legacy of time and space, the highest peak of 'space goods' related to happiness is probably cruise.
Many families in the United States travel by cruise every year. Lee Joo-yeon, author of <Enjoy 100 Cruises>, defines a 'moving resort' cruise as follows. "Cruise is a hotel, a restaurant, a theater, a theme park, a beach, and a city." Cruise is an aggregation of dream space travel.5)
Oasis of the Sea Cruise ©Jooyun Kim
Oasis of the Sea Outside the Cruise ©Jooyun Kim
Oasis of the Sea Cruise Inside Street Arcade ©Jooyun Kim
Oasis of the Sea Rock-Wall at the Rear of the Cruise ©Jooyun Kim
Cruise is the world's largest space business product on the sea.
As Joseph and Gilmour said, “Companies are no longer just places to manufacture products or services, but to provide a rich sense in the minds of customers and, as a result, create experiences. Most parents take their children to Disney World not just for the event itself, but for the sake of creating a shared experience in everyday conversations between families over the next few months or years."6)
The ordinary fact that we have felt happiness in space makes us realize once again how important and meaningful space is in our lives.
<Space is a spatial product remembered in the hippocampus>
We experience sublime, beauty, and eternity in the space that has become a legacy of mankind on our trip. The space I experienced through that short trip gives me powerful energy in my life and becomes an important object of happiness. Interestingly, while experiencing intense emotions and happiness in space through travel like this, thinking about the 'value or meaning of space' in today's daily life is very lacking.
Chapel of the Holy Cross, Sedona, Arizona USA ©Jooyun Kim
Chapel of the Holy Cross, Sedona, Arizona USA ©Jooyun Kim
What about the space in my daily life now? Happiness depends on what kind of space one enters.7) You should think carefully about the everyday space as an object that gives you happiness.
As outside activities become uncomfortable due to fine dust and Corona 19, rather than going anywhere on the weekend, there are more activities alone at home, such as reading a book or driving a famous drama, etc. Self-interior 'small luxury', such as creating an atmosphere with a field and taking a selfie and posting it on social media, is also popular.
These things already indicate that people are looking at space as an object of happiness in a 'meaningful way'. In this way, we have already begun to enjoy happiness not only in the historical space, but in the real-life space. Many companies treat the space that is the subject of happiness experiences as important as a platform for business and brands.
A drinking comic book store by U.lab from https://www.designstudioulab.com/project/graphics
A drinking comic book store by U.lab
A drinking comic book store by U.lab
<5 Summaries>
"Space is not a 'need', but a 'desire'."
"The most powerful among experiential products is the 'space' product that is memorized in the hippocampus."
"We experience sublime, beauty, and eternity in a space that has become a legacy of mankind on our journey. Experienced spaces give powerful energy in life and become important objects of happiness."
"Taking children to Disney World is to create a shared experience in everyday family conversations."
"The happiness that comes from consumption for ownership disappears over time, but the experience continues to create happy stories."
1) 네이버 지식백과, “소확행”, from https://terms.naver.com/entry.nhn?docId=4394371&cid=43667&categoryId=43667
2) 최보윤기자, “명품은 럭셔리가 아닙니다”, 2017.4.5., from http://news.chosun.com/site/data/html_dir/2017/04/04/2017040401803.html
3) 조선일보, “[행복산책] 물건보다 경험을 사고, 혼자 쓰기보다 함께 즐겨야”, 2017.4.24., from http://news.chosun.com/site/data/html_dir/2017/04/23/2017042302189.html
4) Juhani Pallasmaa, The Eyes of the Skin: Architecture and the Senses, Wiley, 2005, pp. 19
5) 이주연 지음, “크루즈 100배 즐기기”, 랜덤하우스, 2010.5.20., 40쪽
6) B. Joseph Pine II & James H. Gilmore, The Experience Economy, Harvard Business School Press, 1999, pp. 32-33
7)de Botton, Alain, The Architecture of Happiness, Simon Vance(NRT), 2009, pp. 131
8) B. Joseph Pine II & James H. Gilmore, The Experience Economy, Harvard Business School Press, 1999, pp. 32-33
9)김상훈, 비즈트렌드연구회 지음, "2015 2017 앞으로 3년 세계 트렌드", 2014.12.29., 128쪽
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