| Title |
Brand Experience Elements of Flagship Stores: A Heterotopia Perspective |
| Authors |
한정인(Han, Jeong-In) ; 박세현(Park, Se-Hyeon) ; 윤성호(Yoon, Sung-Ho) |
| DOI |
https://doi.org/10.14774/JKIID.2026.35.3.099 |
| Keywords |
Heterotopia; Flagship Store; Brand Experience; Spatial Elements; Seongsu |
| Abstract |
This study aims to analyze the characteristics of brand experience spaces in fashion brand flagship stores located in the Seongsu area of Seoul, applying Michel Foucault’s theory of heterotopia. Contemporary flagship stores have evolved into experiential spaces that embody brand worldviews, and their operation of a distinct brand order within everyday commercial streets corresponds structurally to the concept of heterotopia. Through theoretical examination of Foucault’s six principles of heterotopia and prior research on flagship store spatial characteristics, three spatial constituent elements were derived: formal signifiers, synesthetic experience, and interfacial function.
These elements were applied as an analytical framework ? with sub-components of facade, finishing materials, and objects; materiality and sequence; transition, overlap, and connection ? to five fashion brand flagship stores in the Seongsu area: Kith Seoul, Low Classic Seongsu, Musinsa Empty Seongsu, Human Made Seongsu, and Blue Elephant Space Seongsu. Each case was analyzed based on primary sources including official brand materials, media coverage, and on-site photographs. First, formal signifiers construct a non-everyday spatial order that visually distinguishes flagship stores from surrounding commercial streets through brand-specific materials and forms.
Second, synesthetic experience supports sensory engagement through space, with intentional circulation devices such as transitional spaces and spiral staircases confirmed as key factors determining the quality of sequential experience regardless of spatial scale. Third, interfacial function facilitates emotional bonds between brands and users through the juxtaposition of heterogeneous functions ? the most universal heterotopic attribute of contemporary flagship stores ? whereby spatial context shaped by content promotes affective engagement. This study contributes to the expansion of theoretical discourse in commercial space research by presenting a novel framework for deriving brand experience elements from a heterotopic perspective. It is further hoped that this research will serve as a practical reference for creating experiential spaces that enhance brand value and foster meaningful communication with users. |