A Study on Architectural Implementation of Brand Identity and Place Characteristics Appeared in Flagship Stores

초록

This thesis discusses about an architectural implementation of the flagship store which is a physical substance of the place marketing in commercial architecture. The flagship stores which are being built around the world as a unified design language of global corporations, are a symbolic space that has gathered strength as a new marketing strategy to represent the brand as a way of the marketing strategy of place, and to cope with the rapidly changing market environment. Therefore, brands are nowadays competing with each other in designing the best and proper flagship store, which reaches the top of the commercial space design with its high-end completeness and detail. This study attempts to investigate cases on architectural characteristics of brand identity in flagship store in East Asia region, and to examine the possibility of architectural platform to create a new sense of place when the manifestation of commerciality precisely calculated is implemented in architecture. Key words: brand identity, place characteristic, flagship store.