ScholarWorks@숙명여자대학교

초록

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’.

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