| Title |
A Study on Analyzing Space Directing Strategies for Digital Media Experience of Nike Concept Store |
| DOI |
http://doi.org/10.14774/JKIID.2023.32.5.059 |
| Keywords |
Nike; Digital Media; Digital Experience; Experience Design; Concept Store |
| Abstract |
The purpose of this study is to find out in detail through digital media and experiential elements the spatial direction strategy of the Nike concept store where the digital experiential strategy was implemented as a whole.The subjects of the study were limited to the Nike Rise Seoul store and the Nike Style Hongdae store, which were launched under the concept of digital experience. As for the research process, the basis for the study was first prepared through literature data, precedent research, and internet research. In addition, evaluation items for analysis were set by reconstructing space marketing elements for digital media and experience elements of previous studies. As for the method of analysis, an in-depth interview was used, and 5 space design experts visited and evaluated the target store, followed by an interview with the expert, and the following results were finally drawn. First, in the digital media strategy applied to Nike's concept store, it was analyzed that direction was the most important core strategy.
Second, the most central experience of the Nike Concept Store is a sensory experience. Third, the Nike Concept Store organizes various spaces to provide consumers with a fun and impressive brand experience. In addition, digital experience production was implemented in spaces that could be strategically neglected, such as fitting rooms and payment spaces, to differentiate the store. Fourth, Nike is most focused on digital media and experiential production in the sales space of the concept store. Specifically, it is implementing a strategy to realize powerful digital media and experiential production centered on the IP space of the sales space and the customizing space of the brand image space. Also, rather than executing digital experience directing in the show window, it is mainly implemented in the VP space in the store. This study can be used as a practical reference for the establishment and implementation of experiential strategies using digital media in sales spaces of various industries as well as sports brands. |