| Title |
Analysis of Lifestyle Shop Space Representation Characteristics for Generation MZ |
| Authors |
배수희(Bae, Soo-Hee) ; 한혜련(Han, Hae-Ryon) |
| DOI |
http://doi.org/10.14774/JKIID.2021.30.2.085 |
| Keywords |
Lifestyle shop; Millennial Generation; Generation Z; Interior select shop |
| Abstract |
People’s values and lifestyles are changing greatly every time a new generation emerges. The development of various technologies and the improvement of quality of life have led people to consume and share information in more diverse ways, and the current retail commercial spaces is serving as a social activity space for production, culture, information, and sharing. However, with the influence of Covid-19, offline retail commercial spaces are in serious trouble and need an ‘offline retail paradigm’ for them. This upheaval is the activation of mobile platform-based shopping, deceiving users, and this is the ‘MZ Generation (Millennial Generation+Generation Z). In particular, the Millennial Generation and Generation Z, also called the “SNS Generation,” are the main drivers of the trend of consumption at the center, and they are the generation that is constantly drawing attention in studies dealing with the latest trends. Since they are the subjects and drivers of huge transformation, they cannot discuss the upheaval of offline retail commercial spaces without analyzing the lifestyle they pursue. Their lifestyles and forms of consumption create services for them, which affect many industries. In this study, we analyzed the spatial expression characteristics of lifestyle shops designed in the past two years to contribute to maximizing the effect of cultural and retail commercial spaces in order to encourage influential consumers, MZ generation, to communicate and live a more meaningful cultural life. First, Cafes and rest areas for interaction (A) are found to be somewhat lacking. Second, all seven case papers had less expressive characteristics of symbolism (B). Third, the expression properties corresponding to all seven subjects were analyzed as complexity (C) and expressivity (E). Fourth, it was analyzed that the participation (D) derived for generations of MZ was applied in the least space. Fifth, in producing interior furniture and props, most stores used space production reminiscent of residential spaces such as living rooms and dining rooms. Interior lifestyle shops in Korea will continue to expand. If more follow-up research is done in the future to capture the MZ generation, we will be able to identify new possibilities in it and face a successful “retail paradigm.” |