[학위논문]체험형 콜라보레이션 팝업스토어 디자인 기획에 관한 연구 : 말본과 스포티파이 사례를 중심으로 A Study on the Design Planning of Collaboration Pop-up Store: Focusing on Malbon and Spotify cases
콜라보레이션 팝업스토어 디자인 기획에 관한 연구 말본과 스포티파이 사례를 중심으로- - 개인을 중심으로 하는 라이프 스타일의 변화는 세대로 하여금 감성적인 MZ 가치가 더해져 상품에 대한 소비 경향이 높아지게 되었다 세대는 감성적 . MZ 가치가 높게 인식되면 더 많은 비용을 지불하더라도 상품을 구매하게 한다. 이러한 과정을 통해 성취 욕구를 해결하고자 하는 경향을 나타낸다 이런 경 . 향은 디자인에서부터 시작된다 타 브랜드와 차별성을 확보하기 위해 프리미. 엄 시장에서 특별함과 고급스러움 등의 감성을 고려한 디자인을 적용하는 사 례가 많아졌다 특별함과 차별성 고급스서움 감성의 창출을 목표로 하는 효. , , 과적인 방법으로 콜라보레이션을 접목한 디자인이 확대되고 있다. 본 연구에서는 활발하게 진행하고 있는 국내 팝업스토어를 중심으로 공간에 , 대한 재활용을 활요한 다양한 콘텐츠와 콜라보레이션한 사례를 분석하였다. 이에 체험과 공간구성에 따른 유형을 살펴보고자 한다 브랜드 선정은 다양 . 한 환경과 변화를 거부하지 않고 적극적으로 수용하는 자세를 가진 세대를 MZ 위한 골프웨어에 주목하여 말본 골프 브랜드를 선정하였다 더불어 세대가 . MZ 선호하는 ...
콜라보레이션 팝업스토어 디자인 기획에 관한 연구 말본과 스포티파이 사례를 중심으로- - 개인을 중심으로 하는 라이프 스타일의 변화는 세대로 하여금 감성적인 MZ 가치가 더해져 상품에 대한 소비 경향이 높아지게 되었다 세대는 감성적 . MZ 가치가 높게 인식되면 더 많은 비용을 지불하더라도 상품을 구매하게 한다. 이러한 과정을 통해 성취 욕구를 해결하고자 하는 경향을 나타낸다 이런 경 . 향은 디자인에서부터 시작된다 타 브랜드와 차별성을 확보하기 위해 프리미. 엄 시장에서 특별함과 고급스러움 등의 감성을 고려한 디자인을 적용하는 사 례가 많아졌다 특별함과 차별성 고급스서움 감성의 창출을 목표로 하는 효. , , 과적인 방법으로 콜라보레이션을 접목한 디자인이 확대되고 있다. 본 연구에서는 활발하게 진행하고 있는 국내 팝업스토어를 중심으로 공간에 , 대한 재활용을 활요한 다양한 콘텐츠와 콜라보레이션한 사례를 분석하였다. 이에 체험과 공간구성에 따른 유형을 살펴보고자 한다 브랜드 선정은 다양 . 한 환경과 변화를 거부하지 않고 적극적으로 수용하는 자세를 가진 세대를 MZ 위한 골프웨어에 주목하여 말본 골프 브랜드를 선정하였다 더불어 세대가 . MZ 선호하는 스트리밍 문화를 이끌고 있는 스포티파이를 선행연구를 통해 콜라보 레이션에 적합하다고 판단되어 선정하였다. 본 연구는 판매를 기본으로 하여 새로운 제품을 출시하는 팝업스토어를 살펴 보고자 한다 특별한 장소에서 브랜드의 새로운 가치 창출을 일으키는 콜라보. 레이션 팝업스토어 디자인 기획에 관한 연구를 진행하고자 한다 향후 콜라보. , 레이션 팝업스토어의 한계점 개선 및 방향성을 제시하는데 본 연구의 목적이 있다. 브랜드 사례에서 나타나는 팝업스토어 유형에 관한 공간구성을 분석하여 향 후 콜라보레이션 팝업스토어 디자인 기획에 관한 한계점 개선 및 방향성을 제시하는데 본 연구의 목적이 있다
콜라보레이션 팝업스토어 디자인 기획에 관한 연구 말본과 스포티파이 사례를 중심으로- - 개인을 중심으로 하는 라이프 스타일의 변화는 세대로 하여금 감성적인 MZ 가치가 더해져 상품에 대한 소비 경향이 높아지게 되었다 세대는 감성적 . MZ 가치가 높게 인식되면 더 많은 비용을 지불하더라도 상품을 구매하게 한다. 이러한 과정을 통해 성취 욕구를 해결하고자 하는 경향을 나타낸다 이런 경 . 향은 디자인에서부터 시작된다 타 브랜드와 차별성을 확보하기 위해 프리미. 엄 시장에서 특별함과 고급스러움 등의 감성을 고려한 디자인을 적용하는 사 례가 많아졌다 특별함과 차별성 고급스서움 감성의 창출을 목표로 하는 효. , , 과적인 방법으로 콜라보레이션을 접목한 디자인이 확대되고 있다. 본 연구에서는 활발하게 진행하고 있는 국내 팝업스토어를 중심으로 공간에 , 대한 재활용을 활요한 다양한 콘텐츠와 콜라보레이션한 사례를 분석하였다. 이에 체험과 공간구성에 따른 유형을 살펴보고자 한다 브랜드 선정은 다양 . 한 환경과 변화를 거부하지 않고 적극적으로 수용하는 자세를 가진 세대를 MZ 위한 골프웨어에 주목하여 말본 골프 브랜드를 선정하였다 더불어 세대가 . MZ 선호하는 스트리밍 문화를 이끌고 있는 스포티파이를 선행연구를 통해 콜라보 레이션에 적합하다고 판단되어 선정하였다. 본 연구는 판매를 기본으로 하여 새로운 제품을 출시하는 팝업스토어를 살펴 보고자 한다 특별한 장소에서 브랜드의 새로운 가치 창출을 일으키는 콜라보. 레이션 팝업스토어 디자인 기획에 관한 연구를 진행하고자 한다 향후 콜라보. , 레이션 팝업스토어의 한계점 개선 및 방향성을 제시하는데 본 연구의 목적이 있다. 브랜드 사례에서 나타나는 팝업스토어 유형에 관한 공간구성을 분석하여 향 후 콜라보레이션 팝업스토어 디자인 기획에 관한 한계점 개선 및 방향성을 제시하는데 본 연구의 목적이 있다
The change in lifestyle centered on individuals has led the MZ generation to increase the consumption tendency of products with emotional value. As such, the MZ generation tends to solve the need for achievement through the consumption of products with high emotional value even at high prices. This ...
The change in lifestyle centered on individuals has led the MZ generation to increase the consumption tendency of products with emotional value. As such, the MZ generation tends to solve the need for achievement through the consumption of products with high emotional value even at high prices. This trend is met by differentiation from other brands in design, and more and more cases are applying designs that take into account sensibilities such as luxury and speciality in the premium market. Designs incorporating collaboration are expanding as an effective way to create speciality, differentiation, high-quality sadness, and emotion. This study aims to examine the types according to the experience and spatial composition that appear by analyzing cases of collaboration with various contents by recycling spaces, focusing on pop-up stores that are actively operated in Korea. In addition, the brand selection selected the Malbon Golf brand by paying attention to golf wear for the MZ generation, which has an attitude of actively accepting changes without rejecting various environments and changes. In addition, Spotify, which leads the streaming culture preferred by the MZ generation, was selected because it was judged to be suitable for collaboration through prior research. This study aims to conduct a study on the design planning of a collaboration pop-up store that creates new value for brands as a special place to launch new products from simple sales purposes. The purpose of this study is to improve the limitations and directions of collaboration pop-up stores in the future. By analyzing the type of experience and spatial composition that appear in brand cases, the research will be conducted in the following order to present the limitations and directions for future collaboration pop-up store design planning. First, understand consumer trends and look into the types of collaborations that can lead to consumer consumption needs and consumption values. Second, we look at the collaboration characteristics that affect the consumer value and purchase intention of the MZ generation, and the pop-up store characteristics that promote consumers' interest and desire to buy brands as temporality and scarcity value are added. Third, we investigate collaboration cases and pop-up stores in various fields that are actively operated for experience in the distribution industry, and select collaboration brands Malbon and Spotify to examine each brand's characteristics and design marketing cases. As a subject of the study, we examine pop-up store cases that created synergies through collaboration in spaces corresponding to 2011 to 2023 in Korea, and examine the characteristics by applying the selection and story of Bagne. Fourth, cases derived according to each characteristic wercomprehensively analyzed to categorize them by spatial characteristics, and future directions were presented. The elements of the collaboration pop-up store customer experience were largely divided into internal and external, and the internal space was divided into an experience space, a product space, a brand space, and a sales space. First, the experience space is a golf concept with music with natural scenery, and it is composed of a space where you can experience golf experience and your own music recommendation. The product space is a concept with nature and is designed to produce clothing and accessory goods products so that customers can wear and experience products themselves. In addition, the brand space consists of a space that expresses the brand's identity, history, and concept of a pop-up store. Finally, the sales space is a space where sales activities take place, and the sales space is created by constructing a comfortable and relaxed space using the largest area. Accordingly, a pop-up store spatial planning process was proposed by constructing spatial planning by reflecting the characteristics of the Malbon brand and Spotify. Accordingly, it is meaningful that it was proposed by combining the brand and the brand's collaboration pop-up store. However, this study has limitations in that the spatial composition was not verified step by step by step by applying the content pop-up store spatial design constructed in this study to the actual store, and the content that proposed the design was composed only as a plan. I think on-site verification is necessary according to the brand's spatial planning proposal to be directed in the pop-up store space in the future. In subsequent studies, empirical research should be continued based on more detailed analysis. Such research is expected to be used in various ways in the design of collaboration pop-up stores by proposing spatial planning of pop-up stores and deriving processes for spatial production.
The change in lifestyle centered on individuals has led the MZ generation to increase the consumption tendency of products with emotional value. As such, the MZ generation tends to solve the need for achievement through the consumption of products with high emotional value even at high prices. This trend is met by differentiation from other brands in design, and more and more cases are applying designs that take into account sensibilities such as luxury and speciality in the premium market. Designs incorporating collaboration are expanding as an effective way to create speciality, differentiation, high-quality sadness, and emotion. This study aims to examine the types according to the experience and spatial composition that appear by analyzing cases of collaboration with various contents by recycling spaces, focusing on pop-up stores that are actively operated in Korea. In addition, the brand selection selected the Malbon Golf brand by paying attention to golf wear for the MZ generation, which has an attitude of actively accepting changes without rejecting various environments and changes. In addition, Spotify, which leads the streaming culture preferred by the MZ generation, was selected because it was judged to be suitable for collaboration through prior research. This study aims to conduct a study on the design planning of a collaboration pop-up store that creates new value for brands as a special place to launch new products from simple sales purposes. The purpose of this study is to improve the limitations and directions of collaboration pop-up stores in the future. By analyzing the type of experience and spatial composition that appear in brand cases, the research will be conducted in the following order to present the limitations and directions for future collaboration pop-up store design planning. First, understand consumer trends and look into the types of collaborations that can lead to consumer consumption needs and consumption values. Second, we look at the collaboration characteristics that affect the consumer value and purchase intention of the MZ generation, and the pop-up store characteristics that promote consumers' interest and desire to buy brands as temporality and scarcity value are added. Third, we investigate collaboration cases and pop-up stores in various fields that are actively operated for experience in the distribution industry, and select collaboration brands Malbon and Spotify to examine each brand's characteristics and design marketing cases. As a subject of the study, we examine pop-up store cases that created synergies through collaboration in spaces corresponding to 2011 to 2023 in Korea, and examine the characteristics by applying the selection and story of Bagne. Fourth, cases derived according to each characteristic wercomprehensively analyzed to categorize them by spatial characteristics, and future directions were presented. The elements of the collaboration pop-up store customer experience were largely divided into internal and external, and the internal space was divided into an experience space, a product space, a brand space, and a sales space. First, the experience space is a golf concept with music with natural scenery, and it is composed of a space where you can experience golf experience and your own music recommendation. The product space is a concept with nature and is designed to produce clothing and accessory goods products so that customers can wear and experience products themselves. In addition, the brand space consists of a space that expresses the brand's identity, history, and concept of a pop-up store. Finally, the sales space is a space where sales activities take place, and the sales space is created by constructing a comfortable and relaxed space using the largest area. Accordingly, a pop-up store spatial planning process was proposed by constructing spatial planning by reflecting the characteristics of the Malbon brand and Spotify. Accordingly, it is meaningful that it was proposed by combining the brand and the brand's collaboration pop-up store. However, this study has limitations in that the spatial composition was not verified step by step by step by applying the content pop-up store spatial design constructed in this study to the actual store, and the content that proposed the design was composed only as a plan. I think on-site verification is necessary according to the brand's spatial planning proposal to be directed in the pop-up store space in the future. In subsequent studies, empirical research should be continued based on more detailed analysis. Such research is expected to be used in various ways in the design of collaboration pop-up stores by proposing spatial planning of pop-up stores and deriving processes for spatial production.
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