| Title |
Architects' Interpretation and Expression of the Brand Image in Contemporary Commercial Architecture |
| Keywords |
Brand ; Fashion ; Architect ; Commercial architecture ; Prada ; Louis Vuitton |
| Abstract |
This study tries to find how architects interpret and express fashion brand images. First, it examines the concept of brand images and its architectural expression of them in contemporary commercial architecture. Second, it investigates the brand strategies and architectural expression strategies of world-famous fashion brand companies such as Prada and Louis Vuitton. Third, it finds out architects' expression of the brand strategies focusing on Rem Koolhaas, Herzog & de Meuron, Jun Aoki, Barthelemy-Grino, Kumiko Inui. In conclusion, architects have their own expression tools for fashion brand images but the extent of expression varies according to each brand strategy. |