The Journal of
the Korean Institute of Interior Design

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Current Issue : Vol.34 No.4(통권 171호), 2025-08

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Generative AI-Driven Retail Space Branding: An Exploratory Study on Perceived Brand Image in Flagship Store Design

이채연(Lee, Chae-Yeon) ; 정유내(Jeong, Yu-Nae) ; 김나연(Kim, Na-Yeon) ; 안수용(Ahn, Soo-Yong) ; 김나연(Kim, Nayeon)

https://doi.org/10.14774/JKIID.2025.34.4.001

The increased use of generative artificial intelligence (AI) is transforming the design process, introducing new paradigms in retail space branding. This paper explores the impact of generative AI-driven design on consumer perception of brand identity and brand image within retail environments. Focusing on the flagship store of a Korean cosmetics brand as a case study, we developed AI-generated store images, including facade and interiors, using ChatGPT 4o and Midjourney. A survey was conducted with a total of 304 participants to assess differences in consumer perception of brand identity and brand image between the existing store images and the generative AI images. The results from the consumer survey revealed that the AI-generated designs more effectively conveyed brand identity and significantly enhanced brand image. Moreover, AI-assisted designs demonstrated a higher consistency with the brand’s core identity, contributing to a stronger consumer?brand connection. These preliminary findings suggest that generative AI serves as not only an efficient design tool but also a strategic element for improving consumer experiences with retail space branding. This research highlights the potential of AI collaboration as a new driver in the evolving landscape of the design industry, offering practical and theoretical insights for future applications.

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Extraction of Value Typologies and Design Elements for Maintaining the Value of Excellent Architectural Assets

현혜경(Hyun, Hye-kyung) ; 김태일(Kim, Tae-il)

https://doi.org/10.14774/JKIID.2025.34.4.015

This study focused not only on the use of basic survey data on architectural assets, but also on maintaining the sustainability of candidates for excellent architectural assets. The main purpose was to analyze the asset value of the selected candidates for excellent architectural assets by type and to derive and apply architectural values and design elements. The analysis primarily extracted key factors from related survey items through factor analysis and analyzed the spatial and geographical characteristics of the extracted key factors by linking the scoring of the extracted factors with the GIS program. In addition, a cross-analysis was conducted focusing on qualitative asset value, architectural features, and exterior features to identify value typologies and characteristics by type through cluster analysis utilizing the extracted factors. In parallel with the primary analysis, architectural value items and design factor were derived by value area of architectural assets, and the derived design factor were applied to individual architectural assets through cases of excellent architectural asset candidates by type. Therefore, in order to increase the usability of excellent architectural asset candidates in administration and field work, we sought to maintain the value of excellent architectural asset candidates and derive design factor.

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Architectural Aura in the Age of Social Media: Paradigm Shift in Architectural Photography

유아람(You, Aram) ; 정혜진(Jung, Hye-Jin)

https://doi.org/10.14774/JKIID.2025.34.4.026

This study investigates the evolving trajectory of architectural photography in the context of advanced digital technologies and examines its implications for contemporary architectural practice. Historically, architectural photography functioned as a professional and expressive medium within the creative design process. It circulated globally through art journals, exhibitions, and mass media, and was esteemed as an aesthetic and cultural artifact. This status was underpinned by factors such as the exclusivity of expert photographic techniques and equipment, the authoritative positioning of media and venues, and the rarity of access, all of which elevated architectural photography as an autonomous, artistic object. However, in the 21st century, mobile devices?simultaneously cameras, social media platforms, and viewing tools?have facilitated the photo-capture, dissemination, and appreciation of images on an unprecedented, everyday scale. In parallel, the global proliferation of social media has re-framed architectural photography from an [artistic creation-exhibition/distribution-appreciation] model to an [everyday production-distribution-consumption] process. This paradigm shift has accelerated the erosion of the authority previously conferred upon modern and contemporary architecture through photography, effectively rendering questions of authenticity obsolete and diminishing the "aura" traditionally associated with architectural works. Moreover, this transformation has given rise to the phenomenon of "Instagrammable" architecture?buildings designed with visual immediacy and digital dissemination in mind. This trend signals a shift in architectural values, privileging shareability and visual impact over conventional design methodologies, and reflects broader changes in how architecture is conceived, mediated, and experienced in the digital age.

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Sustainability Evaluation of Regionally-Characteristic Traditional Village Cultural Landscape

동하이보(Dong, Hai-Bo) ; 홍관선(Hong, Kwan-Seon)

https://doi.org/10.14774/JKIID.2025.34.4.036

With the advancement of urbanization and tourism, traditional village cultural landscapes face risks of disintegration and sustainability threats. This study adopts a regionality- and sustainability-based perspective to construct a four-dimensional evaluation framework?environmental, economic, social, and cultural. It analyzes key challenges under tourism development and explores sustainable transformation pathways for cultural landscapes, particularly in terms of cultural expression and experiential aspects, aiming to support the preservation and development of East Asian traditional village landscapes. First, the study defines the core concepts of “regionality,” “sustainability,” and “traditional village cultural landscapes” through a literature review, thereby establishing the theoretical foundation. On this basis, 15 evaluation indicators were identified and, combined with two rounds of Delphi expert consultation, a multidimensional evaluation framework suitable for regional traditional village landscapes was constructed. This framework was then applied in an empirical analysis of six UNESCO World Heritage villages, systematically assessing the sustainability levels of each village and identifying region-specific influencing factors and improvement strategies. Results show strong sustainability in ecological, cultural, and experiential dimensions, with weaker performance in social participation and institutional support. Institutional capacity, market mechanisms, and community engagement are identified as key drivers. Through a comparative analysis of six UNESCO World Heritage villages, targeted recommendations are proposed to strengthen institutional support and community participation, providing theoretical and practical guidance for the sustainable preservation and development of traditional village landscapes.

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Enhancing Spatial Acceptance of Smart Docents through Digital Inclusion and Affordance Design

이주영(Lee, Ju-Young) ; 황연숙(Hwang, Yeon-Sook)

https://doi.org/10.14774/JKIID.2025.34.4.055

With the development of digital technology, the docent program of the exhibition space has evolved into a smart docent that provides real-time personalized guidance. However, differences in digital capacity between users affect the accessibility and use of these technologies and consequently can lead to a gap in experience within the exhibition space. Based on the concept of digital inclusion, this study aims to identify affordance design elements that support anyone to easily use a smart docent. The research incorporates the Technology Acceptance Model (TAM) and Hartson’s affordance theory, reclassifying case study analysis framework accordingly. A mixed- methods approach was used, combining quantitative surveys and qualitative case studies. In the quantitative study, TAM-based regression results revealed that perceived usefulness (PU) had the strongest influence on behavioral intention to use (BI, β = .806, p < .001, R² = .649) and digital inclusion (DI) significantly affected both perceived ease of use (PEOU, β = .925, p < .001) and PU (β = .323, p < .001). One-way ANOVA results showed that older adults showed higher usage frequency and intention despite lower DI levels, suggesting a design that supplements the spatial acceptance of elderly users is necessary. The qualitative analysis involved field studies at four major exhibition halls in Seoul-National Museum of Korea, National Museum of Modern and Contemporary Art, and Leeum Museum of Art. The findings highlight the importance of physical spaces that support visitor dwell time and device operation, consistent visual guidance systems, and functional layouts that encourage autonomous content navigation. The lack of spaces for feedback or communicating interaction also indicated a disconnection between digital and physical information systems. This study proposes a practical design strategy to increase the spatial acceptance of a digital-based exhibition strategy by empirically analyzing the relationship between technology acceptance and spatial design.

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Analysis of Life-Oriented School Complex Facilities for Local Community

김유진(Kim, Yu-Jin) ; 황연숙(Hwang, Yeon-Sook)

https://doi.org/10.14774/JKIID.2025.34.4.064

Recently, the Ministry of Education established an activation plan for school complex facilities that also considers use by local residents. School complex facilities are public facilities that integrate various types of public life infrastructure, and thus must be designed with consideration for connections between school facilities and the local community. In this context, the study analyzes six cases of school complex facilities located in the metropolitan area that opened after 2020, based on elements of life-oriented school complex facilities for local community. The analysis results are as follows: First, this study identified three key elements through a review of previous research: physical elements, which address user accessibility and convenience within the physical environment; social elements, which enhance social interaction and community cohesion by reflecting local characteristics in program design; and integrative elements, which promote comprehensive utilization by linking school facilities with community infrastructure. Second, for physical elements, while school complex facilities are generally accessible and convenient for local residents, they lack auxiliary facilities and guidance systems that accommodate diverse access methods. It is necessary to provide auxiliary facilities considering various transportation conditions, along with directional signs indicating main entrances and location maps based on spatial layouts. Third, for social elements, integrating local identity with specialized programs is expected to promote a community distinctive to school complex facilities. Fourth, for integrative elements, beyond simple physical connections, these complexes should function as hubs integrating public services and community activities. Also, programs linked to school level-specific spaces can support not only student education but also broader community engagement.

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Evaluation of Virtual Reality Experience in cultural spaces based on Interaction Design

김선희(Jin, Xian-Ji)

https://doi.org/10.14774/JKIID.2025.34.4.072

This study starts from the recognition that, while virtual reality has emerged as a new platform for immersive education and cultural experience within cultural spaces, technological spectacle alone cannot guarantee sustainable cultural value. Although previous cases have indeed attracted the attention of younger audiences and encouraged large-scale participation, recurring criticisms include the distortion of cultural authenticity, discomfort with equipment, and insufficient content updates. Therefore, this study aims to evaluate and improve the satisfaction of virtual reality experiences by focusing on five interaction design elements?immersion, interaction, real-time feedback, spatial layout, and personalization. After defining the five elements through a literature review, the research analyzed the cultural mapping process of the information and emotional loop between system and user based on case studies. An online survey was then conducted with users who had experienced virtual reality in cultural spaces. The survey covered demographics, prior virtual reality experience and perceptions, and satisfaction with the experience. The analysis results revealed that complex device operation emerged as the most frequently cited complaint, with additional issues raised regarding a lack of content diversity and technical problems such as screen latency. In response, the study proposes the following directions for improvement. First, immersion is preserved by ensuring visual realism exceeds individual thresholds and by minimizing cognitive conflict through cross-modal entrainment. Second, interaction friction is reduced through real-time detection and correction of user?system model mismatches, supplemented by cultural-metaphor cues. Third, real-time feedback prevents latency via edge acceleration and predictive frames, while adaptive encoding resolves ambiguity for immediate comprehension. Fourth, spatial layout balances narrative and efficient paths with hierarchical dual navigation, dynamic weighting, and gaze-based mini-maps to close cognitive gaps. Finally, personalization mitigates algorithmic resistance and information overload through a user-tunable mixed-initiative interface and transparent explanation layers. These improvements will directly support digital-twin creation for cultural spaces, cut exhibition-reconfiguration costs, and foster cross-generational educational content, shifting the paradigm from technology-centric to experience-centric cultural engagement.

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Futuristic Concept Chair Design Proposal with Digital Space Transference Technology

임성재(Lim, Sung-Jae) ; 임경란(Lim, Kyung-Lan)

https://doi.org/10.14774/JKIID.2025.34.4.082

As the functions and values of chairs have evolved over time, the design of futuristic chairs in science fiction has served as a reflection of the direction of future society, culture, and technological development. The objective of this study is to propose the futuristic chair design that creatively integrates the characteristics of digital space transfer technology with a view to enhancing the user experience. In order to achieve the aforementioned objective, it was necessary to conduct the research and design processes in accordance with the following methodology. A comprehensive review of extant literature has revealed the evolution of the functions and values of chairs, with the advent of technological advancements playing a pivotal role in this transformation. The value and direction of futuristic design were studied by analyzing various chair designs depicted in science fiction. The value of digital space transfer technology was recognized by investigating technological trends such as digital virtual spaces and VR devices. Following comprehensive research into non-invasive BCI technology, novel materials, and ergonomic design, these findings will be incorporated into the chair. And based on the IDEO design process, we proposed the futuristic chair design process. Based on this process, we proposed the features and form of the digital space transfer chair design. After this, the conceptual design phase of the project was initiated. This study proposes new functions and values for the chair of the future. The chair's futuristic design, characterized by its unique shape that seamlessly integrates technology and functionality, is a notable aspect of the collection. The futuristic chair design and design process areanticipated that this will provide a basis for the direction of future society and technology.

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The Design Elements Influencing the Child-Friendliness of Pocket Parks

자오두오(Zhao, Duo) ; 이민(Lee, Min)

https://doi.org/10.14774/JKIID.2025.34.4.092

With the acceleration of urbanization, competition for urban spatial resources has become increasingly intense, particularly in high-density residential areas, where children's opportunities to interact with the natural environment have been significantly reduced, affecting their physical and mental health. As a result, small-scale and flexibly arranged pocket parks have become an effective means to alleviate the shortage of urban green spaces. However, some current pocket parks overlook the specific needs of children in their design, which affects their usability and child-friendliness. This study takes “child-friendly pocket parks” as the research subject. By comprehensively adopting methods such as literature review, case analysis, field observation, and questionnaire surveys, it examines the concept, developmental evolution, and functional characteristics of pocket parks, and selects representative child-friendly pocket parks in countries such as the United States and France for case analysis. Based on relevant theories and literature, seven key design elements influencing child-friendliness in pocket parks are summarized: Safety, Accessibility, Multifunctionality, Biophilia, Playfulness, Sociability, and Educational value. Through a combination of observation and questionnaires, field research was conducted on five pocket parks in Beijing, including Sanlihe, to explore the adaptability of the above design elements within the context of local culture and environment in China. The research indicates that Playfulness, Biophilia, and Multifunctionality are the key factors influencing children’s perceived friendliness. Accordingly, practical suggestions are proposed, including the configuration of diverse play facilities, enhancement of natural element integration, and promotion of children’s participation in design, providing theoretical support and practical guidance for the construction of child-friendly urban spaces.

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Sensory-Based Spatial Design for the Psychological Healing of Adolescents

박정은(Park, Jung Eun)

https://doi.org/10.14774/JKIID.2025.34.4.104

Adolescence is a period marked by emotional sensitivity and heightened responsiveness to sensory stimuli. Therefore, the integration of therapeutic sensory elements into physical spaces can contribute positively to adolescents' emotional stability and psychological healing. This study explores healing space design for adolescents based on Sensory Integration Theory. The theory posits that the neurological organization of sensory input from the environment can support emotional regulation and therapeutic outcomes. The aim of this research is to analyze the relationship between adolescents’ emotional states and sensory stimuli, and to propose spatial design strategies that promote psychological healing. A survey was conducted with 152 middle and high school students (75 boys, 77 girls) to examine their emotional states (stress, depression, and anxiety) and sensory responses (visual-color, visual-lighting, auditory, and olfactory). The results showed that levels of stress (M=3.19, SD=0.89) and anxiety (M=3.27, SD=0.99) among adolescents were above average level, and responses to visual-lighting (M=3.90, SD=0.78) and olfactory stimuli (M=3.92, SD=0.78) were relatively high. Correlation analysis revealed significant relationships between stress and auditory/olfactory stimuli, as well as between anxiety and olfactory stimuli. Regression analysis indicated that olfactory elements in space significantly influenced both stress (β=.229, p<.01, R²=.05) and anxiety (β=.220, p<.01, R²=.05). These findings suggest that non-visual sensory stimuli, particularly olfactory and auditory, play a critical role in adolescents’ emotional states. Consequently, future healing space designs for adolescents should move beyond visual-dominant approaches and adopt multisensory environments that integrate auditory and olfactory considerations. Based on the results, this study proposed a scenario for a sensory-based healing space and aims to present concrete design guidelines through further research.

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