| Title |
A Study on the Street Vitalization with Ground Floor of Complex Building from the Space Marketing Perspective |
| Authors |
Hong Sung-Yong ; Kim Hyung-Woo |
| Keywords |
Street Vitalization ; Space Marketing ; Adjacency ; Ground Floor |
| Abstract |
This study regards street environment that directly leads the activation of a city. Streets are important components of a city and Kevin Lynch explains them as having a role of adjusting other environmental elements and setting relationships among them. The physical environment that surrounds the streets are very closely related to the activation of a city. Depending on the contents of the physical environment streets can remain a simple means of transportation or expand to a space that can be enjoyed by the public. Streets become a place for action. One of the representative element of the physical environment is buildings that surrounds the streets. Especially in the current urban atmosphere that undergo reconstruction and redevelopment in a huge scale, street environment according to its surrounding buildings is very important. This study analyzes the adjacency of the characteristics of the ground floor's spacial trait that affects the activation of street atmosphere. It also focuses on 'brand', a new element that leads such activation. The brand strategy of the space is carried out with 'space marketing'. Space marketing is a strategy that induces constant interchange or activation between people and space. This study model was 'cafe-gil' located in PunDang, and it was compared with 'Garosu-gil' and street near by 'The Sharp Star park' for analysis. This was to confirm the general characteristics of architectural and psychological elements that create the activation of streets. Results showed the following elements. 1. Brand effect on streets 2. Street content components - ground floor architecture 3. Ground floor buffer space 4. Need for the social consumption space and attractive culture space on the ground floor. These elements were found to be the factors of vitality and such composition will attain the necessary possibility of sustainable growth. In conclusion the activation of streets proves it will realize the best 'space marketing' when strategic architectural approach and brand marketing approach integrates chemically for its ground floors. |