복합형 브랜드 뮤지엄의 공공공간 구성 특성 연구

Abstract

Companies in various industries have served to enhance brand image and value through diverse marketing strategies. However, as enterprises have encountered limitations of growth, a new method of convergence with museums are taking place. A new genre named 'Multi-use type Brand Museum' has now emerged in the modern era, where companies (images) operate various cultural-arts programs to induce and attract the interest and participation of visitors. In order for these complex spaces to become vitalized, a spacial capacity that provides diverse response to multiple activities along with unique experience is required. Public space serves as a organic place for encompassing various programs, becoming the center for creating new value and action in the new genre of multi-use type brand museum. Therefore, the following public space features is suggested for vitalization of the functions and roles of new multi-use type brand museums. First, a connected public space is composed of visual devices, environments for inducing line of movement, and construction structures and formative features. Second, a symbolic public space is composed of visual performance, experience environments for visitors that serve to put meaning in materialistic expressions, natural environments, construction art and image making. Third, a variable public space is composed of outdoor green space utilization, multiple space (inner, outer) composition for handling various lifestyles of the public, open space program harmony, and pre-installed objet for providing a twist. This research is significant in integrating features and analyzing elements of ‘public space’ which can provide experience and active response to diverse activities of visitors in order to vitalize ‘multi-use type brand museum’.