| Title |
Delving Critically into the Flagship Store as the Affective Brandscape |
| Authors |
백승한(Paek, Seunghan) ; 이재영(Lee, Jae-Young) |
| DOI |
https://doi.org/10.5659/JAIK.2023.39.9.161 |
| Keywords |
Affective Brandscape; Flagship Store; Spectacle; Affect; Experience Economy; Critical Inquiry |
| Abstract |
The objective of this study is to explore the concept of flagship stores, focusing on what is deemed the affective brandscape. These flagship
stores stand apart from regular retail stores by emphasizing the experience economy as a pivotal factor. Instead of merely being landmarks,
these stores introduce fresh ways of experiencing commerce, blurring the distinctions between local and global, original and symbolic, and
authentic and artificial. This blending of elements often referred to as hybrid or hyphenated designs, serves as a means to convey brand
identity. To comprehensively understand how flagship stores function and engage potential customers, it is essential to examine how
companies combine diverse elements related to the physical and intangible aspects of a store, including its location, ambiance, and historical
context. These hybrid commercial models prompt an exploration of how flagship stores are intricately woven together, creating combinations
that are both distancing and emotionally impactful. Through case studies, including a detailed analysis of the 2002 OMA-designed Prada
Epicenter, this study also compares and analyzes four selected flagship stores of the globally popular cosmetic brand Aesop. This study aims
to uncover how disparate elements are harmonized to create a branded world that extends both physically and conceptually beyond the store
itself. |