| Title |
Study on the Design of Furniture Showroom Using Spatial Marketing Strategic Elements |
| Authors |
한경화(Han, Kyung-Hwa) ; 황연숙(Hwang, Yeon-Sook) |
| DOI |
http://doi.org/10.14774/JKIID.2023.32.5.084 |
| Keywords |
Space marketing; Strategic elements; Furniture; Showroom |
| Abstract |
Due to recent improvements in income levels, cultural standards, and an increasing desire for an enhanced quality of life, consumer trends have shifted towards experience-centric consumption. At the same time, the furniture market is growing due to the diversification of lifestyles. Furniture showrooms, as offline spaces for displaying and selling furniture, need to develop competitive design strategies to stand out from other brands. Therefore, The purpose of this study is to analyze the design of furniture showrooms by deriving spatial marketing strategy elements, which can serve as basic data for competitive furniture showroom spaces that can meet consumer needs. The research extracted four strategic elements of space marketing: Spatial elements, Sensory elements, Narrative elements, and Relational elements, and developed a checklist based on these elements. The analysis focused on furniture showrooms of standalone brand furniture located in the metropolitan area. The findings of this study are as follows: In terms of space marketing, Spatial Elements were found to be the most prominent, with showrooms predominantly utilizing an open and inviting exterior to attract consumer interest from the outside. Relational Elements were the least emphasized, indicating a lack of programs aimed at enhancing consumer understanding of the brand and products and effectively conveying brand values and purpose. |