| Title |
A Study on Changed Role of Offline Commercial Space in the Viewpoint of Experience Due to Appearance of Online Space - Focused on the analysis results about Amazon Books and Tsutaya T-site - |
| Authors |
이원정(Lee, Won-Jung) ; 박서준(Park, Suh-Jun) |
| DOI |
http://dx.doi.org/10.14774/JKIID.2019.28.3.128 |
| Keywords |
Large Bookstore ; Commercial Facility ; Experience Marketing ; The Third Space ; Brand Image |
| Abstract |
The purpose of this study was to identify the characteristic of offline space that can not be replaced by online space and to suggest the role of the design in physical space, especially commercial space. The Amazon Books offline store and Tsutaya bookstore Daikanyama were selected as an example, and the analytical model was created using Bernd N. Schmit's 'Experience marketing theory' and Christian Mikunda's 'The third place theory'. The results of this study are as follows. The space in which various experiences occur at the same time is called the 'Holistic Experience' space where the experience marketing and the third space share the same goals. In both presented cases, 'Concept Line' characteristic appeared strongly in the space where the holistic experience occurred. The 'Concept Line' is related to the brand image of the target company in relation to the visitor. Therefore, commercial offline facility have advantage over online by providing a brand image of the company through a design based on 'Holistic Experience' and establishing a new relationship with the visitor, not simply for designing for sale. |