공간디자인에 있어서 디자인 차별화 개념의 적용에 관한 사례연구 - 자율주행차 인테리어 공간을 중심으로 -

이정교 ( Junggyo Lee ) 한국공간디자인학회 2017 한국공간디자인학회논문집 Vol.12 No.3

(Background and Purpose) The Fourth Industrial Revolution, which will transform modes of interpersonal relationships based on differentiated and personalized trends, will create new opportunities under the environment converging cutting-edge technologies. Such changes in environment will accelerate transformation of our living patterns. In addition, rapidly changing technologies will open up the un-purposed environment, even before we become aware of the purpose, functions, and value of spatial design. Against such a backdrop, it is extremely difficult to clarify the differentiation of spatial design. Thus, this study intends to reinterpret the concept of design differentiation and expand the tools of related elements in order to investigate the differentiation in spatial design. (Method) This study identified characteristic elements of design differentiation through comparative analysis of preceding studies, and derived new tools based on examination of Deleuze`s theory of “difference” to expand the design elements of differentiation. The study proposed an evaluation model that structuralized the derived design differentiation elements and Deleuze`s characteristics of difference as relational controlling factors. Moreover, the study verified the expansion of design differentiation tools, which were added through analyses of interior spaces in self-driving cars, based on the scope of relevant cases. (Results) First, the uniqueness, suitability, and justifiability, which were characteristics with the highest distribution among design differentiation elements in self-driving car space, turned out to be important elements for differentiation. Second, the tools added from Deleuze`s theory of difference were subsequently analyzed, so that the nature and meaning inherent in the object (interior space of self-driving car) could be understood more in-depth from the standpoint of a causal relationship. In other words, the space, which was interpreted through sameness for design nuances and overall function-centricity of space, was analyzed with heterogeneous elements such as substance, shape, etc., and therefore the differentiation could be analyzed more specifically. Third, the results of analyses suggested that interpretation of this design differentiation and expansion of tools could provide a basis for in-depth analyses of differentiated spatial characteristics. (Conclusions) This case study on the application of the concept of design differentiation in spatial design showed that the evaluation tool could be expanded to re-establish the concept of differentiation in the era of the Fourth Industrial Revolution. Thus, the study added the 5 tools (object, substance, shape, uniformity, and individualization), extracted reason from Deleuze`s theory of difference, and analyzed the causal relationship between function-centric and emotional perspectives. In that way, the study could analyze the concept of differentiated design with greater clarity and objectivity, so both the design and its meaning can be reinterpreted in the realm of spatial design to be more technology-oriented.

밀라노 국제가구박람회장에서 사인시스템 디자인에 관한 연구 -미니멀리즘 속성을 중심으로-

이정교 ( Junggyo Lee ) 한국공간디자인학회 2019 한국공간디자인학회논문집 Vol.14 No.2

(Background and Purpose) International fairs are dynamic venues where various companies from different countries come together to launch promotional campaigns, connect with clients, and collect information on current global market trends. Here, sign designs serve the function of providing smooth support for activities taking place for temporary periods and at limited locations. They vary depending on visits’ purposes. According to this notion, the purpose of this study is to identify the different signs found at international exhibition sites and to analyze their distinctive characteristics. The study also investigates the evolving course of signage designs, and concludes by recommending strategies that can be implemented in future international fairs. (Method) To achieve these objectives, this analysis was derived from qualitative research, specifically using the Milan International Furniture Fair in Italy as a case study. First, the study identifies the significance and characteristics of signage designs using a theoretical approach. Second, it presents the study’s distinguishing factor; namely, interpreting signage designs from an architectural perspective of minimalism. Third, the study further examines other examples, using four different international exhibition fairs as additional case studies. Finally, an analysis of the correlation between signs serving a special purpose and function at international fairs (and the effectiveness of their communication) is explored in order to propose a future course and strategy for signage designs. (Results) Among the five types of signage designs, it was concluded that the most frequently used designs were those that focused on guidance, guides, and hall names. Regarding the distribution of design components, character (reliability) and color (visibility) received the most focus amongst the four sites selected as case studies. However, pictograms (a measure of decidability), showed relatively low distribution. The characteristic of minimalism exhibited very high distribution throughout the four sites. This was evaluated in terms of the nature of objects (simplicity) and minimal mediation (minimality). Actual experience (intuition) also turned out to be a highly important factor. (Conclusion) This study analyzed different types of signage designs by investigating a total of six attributes implemented at the Milan International Furniture Fair in Italy. These included the three attributes of signage design (readability, visibility, and decidability) and three attributes of minimalism (simplicity, minimality, and intuitiveness). These six characteristics were found to be the key elements in signage designs for exhibition sites, and added significant elements in creating a positive visitor experience. Through this research and exploration, the study was able to define the effects of signage design on the success of the Milan International Furniture Fair. Using that information allowed for an expandable design strategy. Ultimately, the result is a compilation of data providing necessary information for planning effective signage systems for international exhibition sites in the future.

체험마케팅을 적용한 전통식문화 팝업 매장 공간디자인 연구 : 감각요소 특성을 중심으로

이주윤 ( Lee Juyun ),이정교 ( Lee Junggyo ) 한국공간디자인학회 2020 한국공간디자인학회논문집 Vol.15 No.8

(Background and Purpose) In the global era, the movement between countries begins and ends at international airports. Consequently, cultural contents that create first impressions of each country and add high value beyond transportation are being expanded to huge industries. Against this backdrop, Korean culture is an area of interest for foreigners visiting the Incheon International Airport (IIA). In particular, food culture has become the most interesting element. Since the 2000s, food and beverage service stores have been using “experience marketing” programs as a way to differentiate and compete. It is necessary to introduce a strategic program on hands-on marketing that can draw interest and consumption at the cultural level by utilizing the specificity of the place. This study presents the direction of space that can provide differentiated experience, inform on our culture, and provide with new souvenir choices; the purpose of the research is to develop cultural contents and application programs. (Method) Based on prior research, this study draws sensory elements and spatial characteristics from the experience marketing perspective, derives the characteristics of traditional food culture space and pop-up store space, and then, compiles them all together to conduct case analysis. Using the diagram, the space types are classified and evaluated in five stages according to the strength reflecting each characteristic. Based on the results of the analysis, the company proposes a new and differentiated pop-up store to suit the location characteristics of the IIA. (Results) According to the analysis, the sensory characteristics of Slow village, Jinro toad house, T-Collective, and Osullok T-stone were well reflected in general and were confirmed to be strong in the order of sight > smell > taste. Moreover, the characteristics of the traditional food culture space were reflected weakly as they were fusion-type spaces, whereas those of pop-up stores strongly reflected scarcity, cultural event, and experience. (Conclusion) In the four cases, visuals were the most reflected sensory characteristic, which could be a very important factor at the IIA as it has a large floating population and a high percentage of foreign visitors. In addition, the characteristics of the traditional food culture space should be reflected more, which would blend well with other cultural experiences hosted by the Korean Traditional Culture Center at the IIA; this would pique the interest that leads to our food culture and purchase. Therefore, the IIA’s traditional food pop-up store should reflect the visual and olfactory sensory characteristics as well as the scarcity and experience characteristics to rouse the consumers’ interest.

전시디자인에서 전시참여 속 휴식공간 가능성에 관한 연구 -체험형 인터렉티브 시스템 적용을 중심으로-

이재률 ( Lee Jaelyul ),이정교 ( Lee Junggyo ) 한국공간디자인학회 2021 한국공간디자인학회논문집 Vol.16 No.4

(Background and Purpose) Recently, exhibition design is increasingly incorporating interactive systems. In particular, it focuses on interaction that allows for two-way communication, and participation of visitors has become an important factor. In this setting, participation in hands-on exhibitions can create fatigue for individuals due to the desire for information acquisition and understanding of various art forms. Therefore, in order to minimize fatigue that may be experienced by participants, the design plan of the rest space is an imperative environmental factor. Therefore, the purpose of this study is to analyze the characteristics and elements that can provide physical and psychological services in exhibition space design, and to study the types and reciprocity of the design plan for rest space. (Method) Firstly, the characteristics of rest space and fatigue elements of exhibition design will be extracted through prior research and theoretical considerations. Secondly, there will be derivation of hands-on interactive types and structural components, and exhibition design system characteristics. Thirdly, the rest space elements in the exhibition space will be divided into three areas: fatigue, resting style, and relaxation concept, which will be proposed by making comparisons based on the analysis table. Finally, five domestic and international cases will be selected, where their rest design plan will be applied to the analysis table and compared and analyzed. Based on the results, the possibility of a meaningful exhibition design plan will be proposed. This will be done by comprehensively comparing the derived characteristics and elements. (Results) When designing a rest space in an exhibition, it was confirmed that the sub-concept and equivalent concepts of the three elements fatigue, rest type, and relaxation concept included various fatigue elements and rest types. Conversely, where the concept of relaxation is the top concept, it was able to produce results that did not include many factors within the fatigue elements and relaxation forms. (Conclusions) The purpose of this study was to find out whether the design of the rest space can be combined with the exhibition’s. The elements of rest space design were analyzed by dividing them into fatigue elements, resting styles, and relaxation concepts where the results were compared using the analysis table. The design of the rest space was created mainly for the purpose of combining it with the exhibition space. From these observations, it is ideal for it to be designed with a sub-concept and equivalent concept, and thus, the rest space can blend naturally in the exhibition space. In the exhibition design, it was found that the sub- and equivalent concept contained more elements than the uppermost concept. This study was conducted in the hopes that it will provide basic guidance in planning a rest space design together in future exhibition designs.

리빙브랜드 매장의 VP 차별화를 위한 BI 표현전략디자인에 관한 연구

이소미 ( Somi Lee ),이정교 ( Junggyo Lee ) 한국공간디자인학회 2016 한국공간디자인학회논문집 Vol.11 No.6

As social unrest has recently become more severe, consumers spend more time at home and want to fill their various desires there. Owing to this, they pay more attention to items related to their home lives, such as furniture and lighting fixtures, and the living brands dealing with them increase. In addition, in situations where competition gets fierce due to the advance of foreign companies into the domestic market, a change in Visual Presentation (VP) direction space, a presentation form that has become common, is needed. Thus, this research focuses on living brands, particularly on the elements of brand identity as an alternative to VP space in stores, which customers` eyes see first, to have differentiated design strategies. (Methods)This study presents the concept of living brands and considers the characteristics of each element of VMD by dividing them into VP, point of sale presentation (PP), and item presentation (IP) through theoretical investigation. Of these elements, this study sees VP as effectively perceived by consumers and researches the importance of VP direction space by using the consumers` purchasing behavior stage structure as the instrument for evaluation and collection of objective data. After conducting a theoretical investigation of the brand`s identity, elements are divided into the categories of meaning and expression, they are reorganized, and an analysis framework is suggested based on the drawn elements. This study selected foreign and domestic living brands as examples and conducted the case analysis using the suggested framework through a field study and survey. (Results)Research results showed that consumers were influenced by the visual image in the stage of starting their purchasing behavior AIDMA, that is, in the stages of attention, interest, and desire, which can be related to the VP space that presents products by focusing on their image. The survey results showed that brand identity must be exactly established for consumers to associate the product with the brand and that when the direction space is remarkably expressed and elements visually suggested brand identity elements, it had positive effects on 66.7% of the respondents. (Conclusions)This study found that the VP space of living brand stores need design strategies for direction space, which emphasizes expression elements of the brand identity. Therefore, it is expected that the VP space design could be expressed to make brand identity expression elements noticeable, based on the results of this study.

감성요소에 의한 시지각적 연속성에 관한 연구 -복합쇼핑몰의 진입공간을 중심으로-

이영주 ( Youngju Lee ),이정교 ( Junggyo Lee ) 한국공간디자인학회 2017 한국공간디자인학회논문집 Vol.12 No.3

(Background and Purpose) In the current era of emotional consumption, the shopping mall complex is receiving attention as the newest public place for leisure and culture. As these shopping centers continue to become even larger and more complex, they also grow more difficult to navigate, causing confusion in visitors` perception of access to consumption spaces and the primary target space. Therefore, continuous research in planning these spaces is required to keep up with shifting concerns. This study intended to analyze the visual-perceptual sequence, focusing on sensibility elements as a methodology for facilitating customers` perception of access space in shopping complexes in order to determine which sensibility element is most important in designing similar spaces in the future. (Method) In this study, the author investigated the concept of the visual-perceptual sequence and sensibility elements, and identified expressive elements of the sequence through literature analyses. For sensibility elements influencing the sequence, the characteristic of each element was analyzed according to scholar Christian Mikunda`s theories on marketing to elicit emotional reactions in customers. Moreover, the author derived the concept and component elements of access spaces in shopping malls separately before subdividing these elements into internal and external components. Based on those criteria, analysis was confined to cases witnessed by the author, which corresponded to third-generation shopping complexes. Next, cases were analyzed by subdividing them by according to access space. Specifically, the author applied the sensibility elements presented in each space and conducted a correlation study showing how the visual-perceptual sequence and its elements can be directly expressed. (Results) Results showed, firstly, that emotional elements of “malling” and core attraction were found to be frequently expressed in external access spaces of shopping complexes. Additionally, expressions of movement and emphasis were particularly important in increasing accessibility for pedestrians. Second, malling and concept line elements were found to be frequently used in internal access spaces, while movement, emphasis, and rhythm were frequently expressed in the area of accessibility, leading to an overall perception of the space capable of offering a natural traffic flow pattern. (Conclusions) The results of this study suggest that sensibility elements in access spaces of shopping complexes hold key roles in continuous synchronization, inducing a natural sequence and spatial experience in physical space by stimulating the sensibility of visitors. In particular, as shopping mall spaces become increasingly multi-functional and over-sized, visitors need effective spatial recognition so as to ensure a comfortable environment and increase the likelihood they will revisit.

커피전문점의 감성조명 특성에 관한 연구 - 시지각 체험을 중심으로 -

이아름 ( Arum Lee ),이정교 ( Junggyo Lee ) 한국공간디자인학회 2017 한국공간디자인학회논문집 Vol.12 No.4

(Background and Purpose) In the age of oversaturated coffee shops, people have begun to prefer spaces where they can experience different cultural interactions or feel visual, emotional, and mental pleasure or comfort. Although modern people suffer from light pollution due to injudicious use of artificial light, emotional lighting is still important factor, and humans cannot live without light. Also, vision is the most developed sensory organ of humans, and plays a major role in recognizing people, places, and objects. People obtain external information mostly by vision and experience visual perceptions of the spaces around them. This study shows that emotional lighting plays a significant role in brand coffee shops in providing a differentiated service to customers. Its purpose is to analyze the effect of characteristic factors of emotional lighting on the visual perception of experience. (Method) By theoretical consideration of analysis of precedent studies and reference material, this study extracted and classified three characteristic factors of emotional lighting and three visual perception experience elements in detail. It then conducted field survey focusing on special shops that applied emotional lighting among four brand coffee shops with a high level of customer satisfaction. Then, using a structured analytic model, it rated the relationship between the characteristic factor of emotional lighting and the visual perception of experience on a Likert scale of 5 points and made a comprehensive analysis. (Results) The case analysis showed that each coffee shop tried to create an emotional space to create a specific visual perception experience using emotional lighting different from what customers see in other coffee shops, specifically to attract those who want to deviate from uniform-brand coffee franchises. Each brand seeks a different display of emotional space, but they all chose differentiation from competitors of coffee shops by providing visual perception experiences with various characteristic factors of emotional lighting. Some of the characteristic factors of emotional lighting that create an emotional space include brightness, contrast, and shape, all of which have a strong influence on one`s sense of space and transparency, and all of which are visual perception experience elements of space and comfortability, the factors that cause interest and ease (whereas color appeared to have little effect). (Conclusions) This study revealed the effect of characteristic factors on the visual perception experience. This study could be used for basic reference for developing a visual perception experience display using emotional lighting. Such a reference could help more spaces to emerge where people can enjoy visual and mental comfort thanks to emotional lighting in the age that demands differentiated emotional space.

감성요소에 의한 시지각적 연속성이 적용된 개방형 복합쇼핑몰 사례 연구 ; 디큐브시티(D-Cube City)의 진입공간을 중심으로

이영주 ( Youngju Lee ),이정교 ( Junggyo Lee ) 한국디자인혁신협회 2017 산업디자인학연구 Vol.11 No.2

Multi-complex shopping malls, which have been transformed into an open space through incorporation of ICT and interconnection with urban functionalities, are evolving more complex and larger structures in urban dimensions. The approach space planning is crucial which enables the undisrupted and smooth access to targeted space in such large space. As a design methodology for natural flow of circulation, researches need to be conducted to investigate visual-perceptive sequence. For the purpose, this author examined correlation between the concept of visual-perceptive sequence and sensibility elements in this study, and furthermore, derived expression elements and sensibility elements for sequence by analyzing relevant literatures and preceding studies. In addition, this author analyzed the approach space of D-Cube City. The results of analysis showed that sensibility elements presented in the approach space aroused curiosity and attention in users, thus providing them with a new experience. Those sensibility elements created a relationship of order among elements through expression elements of visual -perceptive sequence, enabling more sequential perception, and were found to play an important role in determining the spatial properties. Thus, visual - perceptive sequence needs to be presented to allow users to grasp the space in an orderly manner based on interesting spatial flow in the approach space of open multi-complex shopping mall, and particularly, the sensibility elements which are influential factors, would need to be applied actively.

게스트하우스 공간서비스 디자인을 위한 마케팅전략 - 마케팅믹스 7P 요소를 중심으로

지인서 ( Jee Inseo ),이정교 ( Lee Junggyo ) 한국공간디자인학회 2021 한국공간디자인학회논문집 Vol.16 No.5

(Background and Purpose) Travelers today seek emotional travel that differs from the traditional ways of traveling to express their individuality. This proves that unique service culture experiences along with accommodation prices have become an important factor in travel. Against this backdrop, space service design has become a key factor for guest houses in the form of accommodation to experience local living culture and cultural exchange that allow various interactions in public spaces. Therefore, this study studies programs and marketing strategies for spatial service design of guest houses. It particularly studies strategies for differentiating the design of guest house spatial services by applying the marketing mix 7P elements. (Method) First, concept definitions and necessary elements are investigated, deriving components and characteristics through theoretical consideration and prior study of spatial service design in guest houses. Second, for spatial services, marketing mix 7P elements are redefined through prior research and literature review, and characteristic elements are derived. Third, we propose an evaluation model that enables qualitative and quantitative analysis, with extracted spatial service design characteristics and marketing 7P elements as metrics. Fourth, the target selected for the case survey is analyzed by substituting it into the evaluation model, the correlation is proved, and the implications are derived. Finally, we extract and propose marketing strategies for spatial service design. (Results) Analysis of customer needs using guest house spatial characteristics, marketing methods, and marketing mix 7P showed that interaction, sensitivity, local culture, and openness were important factors, especially emotional empathy through safety and design props. In marketing, most guest houses attracted customers based on experience marketing and storytelling marketing. In marketing mix 7P elements, customer needs are formed around three factors: product strategy, people, and physical evidence. (Conclusions) To present an efficient marketing method for the guest house, characteristics of the guest house, marketing method, and marketing mix 7P elements were analyzed through case analysis. Local culturality and sensitivity among the key characteristics of guest house space were poor. The results derived by using characteristic elements of each marketing method showed that relationship marketing was somewhat insufficient. Quantitative analysis of marketing mix 7P to identify consumers' changing values and needs for travel showed that factors, such as products (space), people (human services), and physical evidence (space services) greatly affect consumer trends.

체험마케팅 전략에 따른 쇼룸공간디자인에 관한 연구 -라이프스타일브랜드를 중심으로-

박규민 ( Park,Kyumin ),이정교 ( Lee,Junggyo ) 한국공간디자인학회 2021 한국공간디자인학회논문집 Vol.16 No.7

(Background and Purpose) Recently, companies have begun developing communication strategies based on empirical marketing to increase brand preference and promote communication. Experiential marketing is interpreted as the new normal, that provides valuable experiences along with virtual participation through five senses and cognitive marketing. Therefore, this study examines the strategic and functional characteristics of the spatial design of an exhibition hall, focusing on the lifestyle according to the experiential marketing strategy. (Method) First, this study derives experience elements through preliminary research related to experiential marketing. Second, it derives the concept, type, and characteristics of a lifestyle brand's exhibition space. Third, visiting surveys and online research are possible online and offline among domestic and foreign lifestyle brands; five companies to be surveyed are selected to analyze cases in units of five points. Through this, sintering characteristics can be derived by linking the characteristics of the showroom’s spatial design with the brand experience, and meaningful directions of the lifestyle brand can be presented through data analysis. (Results) This study established the direction of the space design analysis of the showroom exhibition hall through the examination of the attributes of the commercial exhibition space paradigm. Five elements of experiential marketing were applied; based on the derivation through case analysis of five companies, it was revealed that they were applied differently according to the purpose of the space. Cultural enjoyment through emotional, cognitive, and behavioral experiences is recognized as the intangible value of the lifestyle brand exhibition space, countering consumer fatigue. In addition to the main showroom, this exercise has been branded as a single configuration to promote experience expansion. It is also actively used to promote communication with consumers through preoccupation of geographic locations aimed at direct experience. (Conclusions) The reason lifestyle brands are a future-oriented trend in the value era is that they expand their value and build a worldview with customers who adapt to their philosophy. In the era of experience-oriented mining, the showroom space plan, which offers experiences and lifestyles, will be thorough audio-oriented brand communication as an innovation rather than an alternative to offline space. If the showroom space design of a representative experiential marketing strategy is developed as a brand differentiator and applied as an experiential marketing strategy, it can be applied as a prospective methodology for brand management in the future.