| Title |
Research on Public Art for Complex Commercial Facilities in Terms of Space Marketing - A Comparative Analysis of General Commercial Facilities and K11 Art Commercial Facilities in China - |
| Authors |
풍소우(Feng, Xiao-Yu) ; 한정원(Han, Jeong-Won) |
| DOI |
http://doi.org/10.14774/JKIID.2022.31.4.001 |
| Keywords |
Space Marketing; Public Art; Complex Commercial Facility |
| Abstract |
Against the backdrop of highly developed internet technology, consumption patterns are gradually shifting from an offline to an online economy. Commercial facilities have?introduced new spatial strategy approaches relating cultural and artistic elements into space design, in order to maintain and improve their economic efficiency. This study observes the basic types and characteristics of public artworks installed in complex commercial facilities of metropolitan China, and analyzes various elements of public art expression in terms of spatial marketing theory. In doing so, this study proposes new directions for the development of commercial facilities through public art installation in an evolving commercial environment. For this purpose, four commercial facilities were selected for the case study. The K11 complex commercial?facilities, which had won art-related awards, and the general complex commercial facilities, which has been mentioned in previous studies were the subjects of analysis. The first step was to understand the distribution of artworks in different public spaces, and then eight postgraduate students were invited to analyze and evaluate the main public artworks in each commercial facility with a focus on the characteristics of participation, place, experience, and narrative. As a result of this analysis, the commonalities and differences between public art within K11 and the general commercial facilities were summarized and the directions for the development of public art within complex commercial facilities are proposed. |