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정희영(Jung, HeeYoung),이현수(Lee, Hyunsoo) 한국실내디자인학회 2015 한국실내디자인학회 학술대회논문집 Vol.2015 No.5
Unlike the past having artificially developing built environment while undergoing urbanization and industrialization, a movement seeking natural environment around built environment has become increasingly strong in recent years. So many people have become interested in "sustainable environment", trying to create a city living with the nature. Notwithstanding much social concern for environment friendliness, it is not so easy to put natural elements into artificial built environment. The design which could be a solution in those city environment problems is Biophilic design. Biophilia can be regarded as life love concept which regards the nature as a life and tries to understand the environment. Through direct and indirect and symbolic expression, natural contact with the nature and visual approach can be derived. Biophilic design can make feel the nostalgia in the nature in the ambiguity about artificial and natural things and provide the opportunity to awaken the awareness and importance about the collapsing environment to the people. Biophilic esthetic in green facade makes the people’s body and soul comfortable and increases the efficiency and productivity. This study deducted 3D wall design which creates the natural environment in the urban city by applying biomimicry design from formative perspectives. Large and complicated forms could be concisely expressed by utilizing geometrical patterns through the appropriate processors in digital times. This enables to suggest the architectural forms which could be freely changed in the future.
전통적 요소를 반영한 커피전문점 매장의 공간마케팅 사례연구
정희영(Jung, HeeYoung),이현수(Lee, Hyeun-Soo) 한국실내디자인학회 2014 한국실내디자인학회 학술대회논문집 Vol.2014 No.11
For the last few years, brand coffee house shops show a rapid growth. Brand coffee house needs differentiation like using marketing strategies that not only provide the coffee commodity but also could generate customers" interests and experiences, and consequently, it becomes important to secure its brand identity. One of the ways to secure brand identity is space marketing. In case of Starbucks, brand coffee house, they are famous to show outstanding marketing and establish spatial marketing strategy well. Globally, they try space production which shows the identity of each country and they have differentiation from other brands by reflecting traditional Korean design elements. Commercial spaces reflecting traditional elements and cultural characteristics are very effective to create country"s image and transfer the identity of the country. Through the cases of Starbucks which produce the identity of Korea, this study was conducted to identify their marketing strategies with SWOT analysis and how they showed Korean Identity by expressing traditional elements in each shop at modern space and how they appealed to the customers. Additionally, this study had an objective to identify Korean Identity which is expressed in commercial spaces by classifying the elements with the aspects of tradition and Korean Identity. Strategies were established that Starbucks should provide the sensitive space which could give the experiences and values of the country, and develop space design which could differentiate against competitors, and utilize as new space of experiences to the customers by emphasizing the scarcity instead of low accessibility. And, the conclusion has been reached that image of Starbucks should be maintained but color design elements should be partially compensated in the respect that Korean traditional colors were not used. Regarding the analysis about traditional design elements, there was most space production using original form reproducing method in metropolitan area shops and in cases of Gyeongju and Mungyeongsaejae shops, traditional Korean elements were used in the design with the original form modifying, reinterpretation and abstract techniques reflecting the historicity and regionality in those areas even though there were very few abstract design elements.