A STUDY ON THE TECHNIQUE OF THE SURFACE IMAGE EXPRESSION IN CONTEMPORARY COMMERCIAL BUILDINGS

초록

This study attemptsto find out alternative method of forming surface to increase commercial building’s awareness in the present days. Surface of commercial buildings are important facts for making commercial images which can be summarized several types of pattern. In the modern times, most of the commercial building’s surface image are determined by urban context or using programs. In recent years, consumers change their consumption patterns and commercial buildings contest each other to increase its bargaining bandwidth in homogeneous program dense area, so it bring some changes about commercial building’s surfaces which have various surface types. Despite of these changes, many of commercial building are just renovated the lower part of the building’s surface which attached by decoration for representation of individual stores identity rather than structural changes through reconstruction of building. In other words, it may be acceptable a way of expressing individual store’s identity to use surface as a signboard which is maximize the effectiveness of commercial advertising. But this method should not be allowed today’s high density urban situations because this kind of acting could be make low-grade unban environment. Therefore, this study will propose architectural approach to overcome the limitations of expression about commercial building’s surface through searching the flagship brand store. Keywords:surface image expression, brand shop, commercial building, department store, media board.