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도시 브랜딩 구축을 위한 스페이스 브랜딩 요소 적용 연구 - 울산시 지역 공공문화공간을 중심으로 -
김지선,김범관 한국공간디자인학회 2022 한국공간디자인학회논문집 Vol.17 No.1
(Background and Purpose) As policy interest in local culture has expanded in order to improve the quality of cultural life, the importance of local public cultural spaces where cultural life can be enjoyed has increased. Local public cultural spaces serve as communication spaces for local culture and regional exchange spaces for attracting tourists; they help to meet the cultural needs of the local people and form a consensus. However, due to the lack of awareness of local cultural value, lack of content differentiation, and supplier-centered cultural policy, local value cannot be conveyed positively, and activation problems have occurred because of a lack of interest from users. This study aimed to explore the direction of local public cultural space design by studying spatial design applying space branding elements as a method of building urban branding to revitalize local public cultural spaces and improve the value of local culture. (Method) Concepts were studied and established, and components and characteristics were derived based on prior studies and a literature review on local public cultural spaces, urban branding, and space branding. The relationship between the concepts of urban branding and space branding was established in a local public cultural space. The analysis framework was prepared with the derived components to analyze the cases of public cultural spaces in the domestic region. The application status of space branding as a method for building urban branding was compared and analyzed. The subject of the case study was Ulsan City, which is striving to improve its image from an existing industrial city to a cultural industrial city with a revitalized local culture. (Results) Local public cultural spaces, urban branding, and space branding have the common purpose of enhancing value and competitiveness through image, identity, and activation. A case analysis based on their purpose and relationships showed that the association was dominant among space branding elements in local public cultural spaces, and the relationship was insufficient. As for the association, it is necessary to continue to develop an expression method that easily associates images through elements designed with consistency. For the relationships, it is necessary to consider a method of expression that increases consumer participation in the morphological element of spatial design. Visuality, informativity, originality, and experientiality also serve as necessary factors in establishing a differentiated image. (Conclusions) The application of space branding to build urban branding in local public cultural spaces delivers symbolic and comprehensive information to users and differentiated images. Through this, the identity of the space is established, and the relationship is activated by giving a positive impression to users. It is expected to be an effective means of revitalizing local public cultural spaces and improving the value of local culture.
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스페이스 브랜딩을 적용한 6차산업 서비스공간 디자인 연구
김지선 ( Kim¸ Jisun ),김범관 ( Kim¸ Beomkwan ) 한국공간디자인학회 2021 한국공간디자인학회논문집 Vol.16 No.7
(Background and Purpose) In 2013, the Ministry of Agriculture, Food, and Rural Affairs proposed the 6th industry as a means to strengthen the competitiveness of local agriculture. The 6th industry is a converged type of primary industrial agriculture and secondary industrial manufacturing, as well as tertiary industrial services. Since local governments have supported the 6th industry in different ways, the service space that links not only production and processing but also experience, tourism, and sales has been created in the region. However, the qualitative state of the 6th industry’s service space is insufficient compared to the quantitative support it has received in terms of its policies. This study aims to explore the 6th industrial service space by studying spatial design and space branding to improve the quality of the service space and to add to local values. (Method) The concept was initially understood and a framework was established for the Korean case through a literature review on the 6th industry’s service space and space branding. Based on the analysis of previous research and case studies, a direction of the 6th industry service space design was set and applied to spatial design and construction. The Soybean-Samdong, a 6th industry service space located in Ulju-gun, Ulsan, was taken as the case study. (Results) The 6th industry service space is a starting point for the formation of regional exchanges, and it is important to provide a differentiated experience based on local resources and characteristics. This can help not only form and maintain relationships with consumers but also continuously develop local industry. Analysis of the case study illustrated the difficulty of providing a differentiated experience to consumers through the 6th industry’s service space because the space was designed to work universally and on a general scale without its own characteristics. Space branding based on local resources and regional characteristics should be applied to spatial design to provide consumers with special experiences and to establish the identity of the 6th industry’s service space. (Conclusions) In the 6th industry service space, space branding that reflects local resources and regional characteristics not only gives consumers a memorable impression but also delivers complex information through spatial design. Therefore, spatial design that applies space branding could be one of the important ways to activate relationships with consumers by providing repetitive but fresh and new experiences. As a result, local industries can establish their own identities and regional values to improve the quality and sustainability of spaces.
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