파사드 디자인의 브랜드 이미지 표현에 관한 연구 : 청담 패션 브랜드 플래그십 스토어를 중심으로

석재원,한태권,김주연 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.1

(Background and Purpose) The facade of the flagship store is an important tool that gives each brand a representation and embodies the image of various brands. This study analyzes the expression of brand image projected on the facade design of commercial buildings, finds out the best expressions for flagship stores, and suggests the brand image’s expressive characteristics that can be referred to in the facade design. For analysis, the facade design is divided into three types. Brand image is divided into five expression characteristics and set up as analysis elements. (Method) This study adopted case analysis based on literature review, one of the qualitative analysis methods. It collected domestic and foreign literature, books, academic journals, and dissertations(thesis), attempting theoretical considerations on flagship store and facade design. It analyzed according to the analysis elements and the designed analysis framework was derived by redefining the characteristics of brand image based on previous research. This case study is limited to fashion brand flagship stores renewed or newly built with unique surfaces in Cheongdam-dong, Gangnam-gu, which provide a glimpse of Korea's widest range of architectural and exterior designs. (Results) The results indicated that among the three types of facade design, the type that best expresses the characteristics of the brand image is the facade type by pattern and in addition, “originality,” “repeatability,” and “attractiveness” were most expressed as specific brand image characteristics. In the facade type by form, the characteristics of the brand image, “attractiveness” was high and in the facade type by material, “symbolism” was most highlighted. (Conclusion) The analysis showed that the flagship stores in each of the six cases were intended to express the brand image in the facade design. This means that there is a correlation between the facade design and the expression of the brand image. This study finally proposed the ideal design of fashion brand flagship stores’ facade as follows: first, it must be patterned using the brand identity and then expressing it on the facade. Second, differentiated original brand images that do not imitate other brands should be expressed on the facade. Third, the form, shape, etc. that can feel the rhythm must be repeatedly expressed on the facade. Fourth, attractiveness should be expressed on the facade, which harmonizes the special decorative elements that can represent the brand, form, and color. The results suggest that the design of the brand image on the flagship store facade emphasizes the message that needs to be delivered and enhances communication with the customer. (연구배경 및 목적) 플래그십 스토어의 파사드는 브랜드마다의 대표성을 부여하고 다양한 브랜드의 이미지를 구현할 수 있는 중요한 도구이다. 본 연구는 플래그십 스토어를 대상으로 상업 건축물의 파사드 디자인에 투영된 브랜드 이미지의 표현성을 분석하고 가장 잘 발현된 사례를 발굴하여 파사드 디자인에 참고 될 수 있는 브랜드 이미지 표현특성을 제안하는데 목적이 있다. 분석을 위해 파사드 디자인을 세 가지 유형으로 나누고 브랜드 이미지를 다섯 가지의 표현특성으로 구분하여 분석요소로 설정하고 사례 대상인 플래그십 스토어에 이를 적용하여 결과를 제시한다. (연구방법) 본 연구는 질적 분석 방법 중 하나인 문헌 고찰에 따른 사례분석을 수행한다. 국내·외 문헌 자료와 단행본, 학술지 및 학위 논문을 수집하여 플래그십 스토어 및 파사드 디자인에 관한 이론적인 고찰을 시도하고 선행연구를 바탕으로 브랜드 이미지의 특성을 재정립하여 도출한 분석요소와 설계된 분석틀에 따라 분석을 수행한다. 사례분석 대상은 국내에서 가장 다양한 건축 및 파사드 디자인을 엿볼 수 있고 최근 리뉴얼 혹은 신축되어 독특한 표피를 가진 강남구 청담동 패션 브랜드 플래그십 스토어들로 범위를 제한한다. (결과) 연구의 결과로는 파사드 디자인의 세 가지 유형 가운데 브랜드 이미지의 특성이 가장 잘 표현된 유형은 패턴에 의한 파사드 유형이며 구체적인 브랜드 이미지 특성으로‘독창성’,‘반복성’,‘주목성’이 가장 많이 발현되었다. 형태에 의한 파사드 유형에서 브랜드 이미지의 특성은‘주목성’이 가장 높았고, 재료에 의한 파사드 유형에서는‘상징성’이 가장 부각되었다. (결론) 분석 결과에서 6개 사례대상 플래그십 스토어마다 파사드 디자인에 해당 브랜드 이미지를 표현하고자 하는 의도가 있었음을 엿볼 수 있었다. 이것은 파사드 디자인과 브랜드 이미지의 표현성 간의 상관관계가 형성되어 있다는 것을 의미한다. 이 연구는 패션 브랜드 플래그십 스토어 파사드의 이상적인 디자인을 아래와 같이 제안한다. 첫째, 브랜드 아이덴티티를 패턴화하여 파사드에 연출한다. 둘째, 모방하지 않은 차별화된 독창적인 브랜드 이미지를 파사드에 표현한다. 셋째, 리듬감이 느껴질 수 있는 형태나 모양, 형상 등을 파사드에 반복적으로 표현한다, 넷째, 브랜드를 나타낼 수 있는 특별한 장식적 요소들과 형태, 색상 등을 조화한 주목성을 파사드에 표현한다. 이상의 연구결과에서 플래그십 스토어 파사드에 브랜드 이미지가 잘 표현된 디자인은 해당 브랜드의 메시지 전달력과 고객과의 커뮤니케이션을 증대시킨다는 것을 제시한다.

생성형 인공지능을 활용한 지역 아이덴티티 반영 건물 파사드 디자인 방안 - 서울 성수동 지역의 상업가로를 중심으로 -

조하영,이진국 한국공간디자인학회 2023 한국공간디자인학회논문집 Vol.18 No.7

(Background and Purpose) This paper proposes an approach to generating building facade design images based on the local identity using generative AI. In the domain of Architecture, Engineering, Construction, and Facility Management (AEC-FM) projects, architects and clients' design requirements and conceptualizations have traditionally been communicated in the initial design phase through a combination of visual representations and verbal explanations. With the advancement of computing technologies, these established practices are developing into simpler and more efficient processes, incorporating 3D modeling, rendering techniques, and artificial intelligence. In this study, we aim to explore the application of generative AI based on large language models such as ChatGPT, in generating facade design proposals resembling photo-realistic images that can be utilized in early-stage design communication. Additionally, we seek to enhance the applicability of these proposals by integrating architectural knowledge, allowing for the incorporation of local identity considerations in facade design. This integration aims to augment the adaptability and relevance of the generated designs in reflecting local identity aspects. (Method) The research methodology for this study is conducted in the following sequence. Firstly, image generation tests are conducted based on existing publicly available models and platforms to utilize viable generative AI models. Secondly, fine-tuning is performed on the generative AI models based on the outcomes of these tests. This process involves 1) constructing a training dataset through image data collection and pairing with text data, 2) hyperparameters adjustment, and 3) generating fine-tuned model files. Finally, potential applications for the generated fine-tuned model files are proposed. (Results) The study demonstrated that using fine-tuned generative AI models, diverse and photo-realistic facade design images could be created in a much shorter time compared to traditional methods employing high-performance PCs and GPU rendering. These images have captured the specific facade design identity of Seongsu-dong, not previously achievable with publicly available models. They were validated to closely resemble real buildings in the Seongsu area. Furthermore, the methodology allowed for creative local facade design alternatives by adjusting the weighting of Seongsu-dong's design style. This method approach was also applied to 3D modeling, enabling the rapid generation of a large quantity of rendering images. (Conclusions) This study holds significance in proposing a generative AI-based approach for building facade design, enabling the rapid generation of creative design images. By utilizing this approach, efficiency in design communication during the initial stages of the architectural process can be pursued. The importance of this research lies in its potential to offer foundational insights, using generative AI technology, into visualizing architectural images incorporating various design considerations. In the future, it is anticipated that this research will serve as a fundamental study, laying the groundwork for visualizing architectural images that encompass diverse design factors based on generative AI technology.

무리지능 기반 파라메트릭 파사드 패턴 디자인 프로세스 및 그래스호퍼 알고리즘 개발

오영은(Oh, Young-Eun),이현수(Lee, Hyunsoo) 한국실내디자인학회 2021 한국실내디자인학회논문집 Vol.30 No.4

As a follow-up research, this research aims to develop a Swarm Intelligence-based parametric facade symmetric pattern design process using Interactive Genetic Algorithm from Genetic Algorithm in order to drawing out Swarm Intelligence-Based Parametric Facade Pattern Design Methods, which are so called ‘Population Position’, Three Behaviors’, and ‘Flow’, developed by Oh, Y. E. and Lee, H. S. (2021). This study’s method is first, to theoretically review Genetic Algorithm as a design process platform, often utilized in Biomimicry, second, to find out basic elements making up a parametric facade pattern design, to be compared with Interactive-Genetic Algorithm process and parametric facade pattern design process for building as a design process platform, and to develop Swarm Intelligence-based parametric facade symmetric pattern design process using Interactive-Genetic Algorithm, third, to step on the developed design process, while showing each step’s element with generated results by the design methods, fourth, to compare and analyze the developed design process with previous researches in several aspects. It means to have built a systematic form as a parametric facade pattern design process for generating Swarm Intelligence-based parametric facade pattern designs. This paper will be expected to help designers and architects get inspired by parametric facade pattern designs generated through the developed design process and come up with creative and various idea in their design process.

무리지능 기반 파라메트릭 파사드 패턴 디자인 방법 및 그래스호퍼 알고리즘 개발

오영은(Oh, Young-Eun),이현수(Lee, Hyunsoo) 한국실내디자인학회 2021 한국실내디자인학회논문집 Vol.30 No.3

In a trend of urbanization, population lives in cities. These citizens want to live in a good urban life. For their good lives, urban environment as their living areas is filled with buildings. so facade pattern designs as one of visual elements of architectural facade have been considered and demanded in an artistic perspective of architecture. In designing architectural facade, designers and architects need to have an inspiration or its various and creative idea provided in a short time in their schematic design phase. Therefore, this research aims to develop design methods and their Grasshopper algorithms for parametric facade pattern design based on Swarm Intelligence, which is used in the field of Biomimicry, which is one of elements and attributes of Biophilic Design and a field of making it possible for efficient and artistic results to be produced by structural orders and principles from nature. The detailed objectives of this research are first, theoretical review for facade parametric pattern design, and Biomimicry and Swarm Intelligence, second, building a logical structure to produce data corresponding to each flocking behavior’s rule, and third, developing design methods and Grasshopper algorithms for Swarm Intelligence-based parametric facade patterns, representing parametric facade pattern designs, and comparing and analyzing with previous research’s algorithm. The study is focused on only introduction of Swarm Intelligence-based parametric facade pattern design’s methods and Grasshopper algorithms, display of pattern design examples, which are previous steps of applied to architectural facades. This research means to define a basic Grasshopper algorithm based on Swarm Intelligence in order to develop detailed design methods of parametric facade pattern designs and help designers and architects to get inspired from and various and creative idea in a short time in earlier design stage. The research is expected to be able to play an expanded system for developing parametric facade pattern design in the field of not only architectural facade but also interior space design.

파라메트릭 설계를 적용한 에너지 저감형 오피스 외피 최적 설계안

김종현 ( Kim Jonghyun ),김진호 ( Kim Jinho ) 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.1

(Background and Purpose) The recent environmental problems caused by climate change and the depletion of resources are serious problems facing the world. The government establishes and implements policies on energy saving plans and concrete measures. In particular, priority has been given to improving the performance of windows and doors, reinforcing insulation and installing louver system. In this design, we found that the ratio of using the outer skin as the curtain wall in the design of high-rise buildings is gradually increasing. This results in heat loss of the shell and increased energy consumption. This design utilizes parametric for real-time environmental performance review. In addition, we propose a new environmentally friendly envelope design optimization method through energy performance analysis. (Method) First, select the site where high-rise buildings are concentrated. Then plan layouts, floor plans, and elevations to reduce the energy consumption of the building. Based on the results, the condition of the shell module is analyzed to derive the optimized facade design. Utilize the parametric design tools Rhino, Grasshopper and Ladybug. we use Ladybug to analyze energy performance according to layout, plane and elevation. The resulting results determine the optimal mass. In addition, we plan the louver system the amount of insolation in each area, which reflects the facade of each incense and the influence of nearby buildings. The proposed facade is a sunshade system tha t encloses the glass curtain wall part to effectively absorb direct sunlight, providing easy temperature control inside the building. (Results) The derived design is a design plan that includes the facade design and the solution to the problems of the projected building. A glass curtain wall system with layouts, planes, and elevations derived from energy performance analysis is introduced to apply the sunshade plan optimized for the application of the solar condition of the facade. An external louver system was used to derive the most effective way to block direct sunlight before it became thermally conductive to the building glass. (Conclusions) In this design, based on the reference model for the layout, floor plan, and elevation of the building, the design process of the energy-efficient optimal facade design was presented at the conceptual design stage. Furthermore, the energy-efficient form proposal methodology of high-rise buildings is established based on the energy-efficient design strategy suitable for the conceptual design stage and the reference model of the initial form alternative. In addition, we propose the development direction of the form proposal system of energy efficient buildings.

건축 파사드의 디지털 패턴 디자인 유형에 대한 감성 특성* - 밴 팰(Ben Pell)의 파사드 패턴 유형을 중심으로 -

오영은 한국실내디자인학회 2022 한국실내디자인학회논문집 Vol.31 No.4

Pattern is a visually important element in designing an architectural facade. The digital pattern design such as a facade is deeply related to aesthetic characteristics in architecture and interior design. However, the lack of research on a systematic design process for digitalized pattern design such a facade, poses a problem for designers. This research provides emotional characteristics on five types of architectural facade pattern: applied, perforated, layered, cast, and tiled. The analysis is based on an existing study that briefly analyzed their emotional characteristics, and this is combined with the results of other research on emotional characteristics of applied and perforated patterns. First, reviewing previous research reveals the reasons for selecting façade pattern types classified by Ben Pell and determines their classification criteria, the definitions, the general characteristics and the representative projects of the five types of architectural facade. Second, the survey method from existing research is used to establish targets, method, and analysis. Third, general information of survey respondents is analyzed in terms of gender, age, education, occupation, and experience. Results represent emotional characteristics by case and by type of digital pattern design of architectural facade and reveal a correlation between determined emotional characteristics by type and by case. After deriving their correlations, this study finally determines the emotional characteristics by type and case. Emotional responses are then presented by type and case. Fourth, the results are compared and analyzed with those of existing research. The results in the emotional characteristics show that the applied and layered patterns are continuous and discontinuous-continuous, respectively, the perforated pattern is irregular and irregular–regular, and the cast and tiled patterns are regular and irregular-regular, respectively. In the comparison of the average value by facade pattern design type, based on the results and as a design concept, a continuous continuity is more suitable for the layered pattern than the applied pattern, a regular regularity is more appreciated for the cast pattern than the tiled pattern, and an irregular regularity is good for designing the perforated pattern.

건축 파사드 디자인에서 복잡계 모형의 활용에 관한 연구

김영선 ( Kim Youngsun ),차지은 ( Cha Jieun ),김민석 ( Kim Minseok ) 디자인융복합학회(구.한국인포디자인학회) 2020 디자인융복합연구 Vol.19 No.4

건축 디자인에 적용된 디지털 기술은 설계·시공·관리 등 건축물 생애주기 전반에 걸쳐 적용되며 새로운 패러다임의 건축물 형태가 등장하는데 기여한다. 본 연구의 목적은 디지털 기술이 적용된 건축 파사드 디자인 논리를 복잡성 과학 시스템의 복잡계 모형을 통해 구현하여 실제 지어진 건축물 파사드에서 디자인 논리가 유효한지 검토하는 것이다. 이를 위해 복잡계 이론 모형화 조건에 근거한 Grasshopper^Ⓡ 컴포넌트를 개발하여 디자인 프로세스 행위자 기반 복잡계 모형화에 의한 수직 루버 파사드, 보로노이 다이어그램 파사드, 원형 패턴 파사드 디자인을 도출한다. 이에 디자인 사례와 비교하여 복잡계 모형화에 따른 건축 파사드 디자인 논리의 유효성을 확인한다. In architecture field, digital technology has been applied throughout the life-cycle of a building such as design, construction, and management. In particular, digital technology applied to architectural design contributed to the emergence of new paradigm of architectural form. The purpose of this study is to implement the design logic of architectural facade with digital technology through the complex system model, which is a system of the complexity science, and to examine whether the implemented design logic could be effectively applied to the architectural facade design. To this end, we develop GrasshopperⓇ components based on the modeling conditions of the complex system theory, and use the components to derive the design schemes by the agent-based complex system modeling of the design process. Those design schemes are the vertical louver facade, the voronoi diagram facade, and the circular pattern facade. The facade design schemes derived from the agent-based complex system modeling confirms the validity of the building facade design logic according to the complex system modeling through the constructed examples of actual facade designs.

AHP를 이용한 아파트 주동 입면 디자인 요소의 디자인 우선순위 분석에 관한 연구

전한종,조현준 대한건축학회 2005 대한건축학회논문집 Vol.21 No.7

In the recent years, architectural design of apartments is getting focused on its qualitative aspects. Facade design of apartments is considered as the one of crucial qualitative aspects for improving appearance of apartments and differentiating between apartments.Therefore, this study aims at ordering the design priority of design factors related to facade design of apartments in order to provide useful information when architects deal with apartments facade design.Delphi method and Analytic Hierarchy Process(AHP) are used to analyze design factors obtained from groups of architectural experts who have worked in apartments design. The design priority order of design factors is obtained resulting from these analyses. By analyzing the design factors, it was shown that the importance of the factors came in order of the overall building shape, balcony form, main color, exterior wall shape, material, main access shape, pent house design, roof shape, window size, window shape of core, color and material of balcony, and roof color.

시각감성언어를 이용한 가변형 건축입면형태 디자인방법에 관한 기초적 연구

박현수,최진원,이현수,박재완 대한건축학회 2006 대한건축학회논문집 Vol.22 No.9

The purpose of this study is to develop an adaptable facade design system and suggest a new digital design methodology to support emotional descriptive languages in the early design phase. This research is a preceding study for a system that supports speech recognition. For this research, we first extracted emotional descriptive lexicons and classify facade types used in commercial buildings through the related research. After that, we defined classified facade types as subjective emotional lexicons. According to these classifications, we developed algorithms for an adaptable facade system and constructed the prototype system that we call "Emotional Facade Designer". Moreover, in the end of paper, we expressed the test result of the prototype system through practical application. This process makes it possible to develop this facade system for a flexible building design. This system will improve communication between a client and a designer. As a result, we expect that this system will dramatically increase the participation of residents in design feedbacks, and thus resulting in better design products.

파사드 디자인 유형별 고객유도와의 관계 및 특성연구 -SPA 브랜드 매장을 중심으로-

이진원,김경숙 한국문화공간건축학회 2017 한국문화공간건축학회논문집 Vol.- No.60

Modern consumers want to buy differentiated products with different needs in line with various trend changes. The apparel brand reflects the brand image and provides more value to the brand image. Store design is a major factor in the formation of clothing brand identity. Among them, the facade is the space that customers face for the first time, and it can be an effective means of generating profit by delivering the brand image and introducing the customer. The purpose of this research is to consider concept and components of facade consisting of the foundation of selling space, to categorize facades on the basis of front composition, and to study perception traits of each type. Based on this, what effect of each type of facade design on brand preference and purchasing intention is analyzed. As the object of research, SPA brand store, which is sensitive to fashion trend and expands stores continuously, is selected. The perception traits of customers on each type are surveyed by categorizing on the basis of front composition of SPA brand store. As a result of the survey, front opening type facade design makes sympathy of customers and gives interest of product and impressive image to customers by showing the interior of building whose front part is made of transparent finishing materials, but this design is not easily Study of relation and characteristics of facade design type and customer guidancerecognized by confusion of interior and exterior because the environment of surrounding building is reflected in the design. On the other hand, front enclosed facade design does not show the all interior of building because the front part consists of opaque finishing materials, so this design is easily recognized to customers by contrast with surrounding buildings. However, it is indicated that it is difficult to implement purchasing behavior by the closed accessibility. Through this, it is shown that facade design has an effect on the brand preference and purchasing intention of customers, and it is known that according to front composition, the attention of passengers can be drawn by differentiating other stores.