The modern fashion industry is shifting from online to offline shopping. This has led to an increase in offline store visits and the expansion of not only branded offline stores but also e-commerce offline stores. In order to increase the revisit rate...
The modern fashion industry is shifting from online to offline shopping. This has led to an increase in offline store visits and the expansion of not only branded offline stores but also e-commerce offline stores. In order to increase the revisit rate of offline stores, it is necessary to plan experience-oriented programs instead of sales-oriented programs to satisfy the needs of consumers. This paper aims to design the flagship store of ADER ERROR by applying the changes of offline stores.
Ader Error is a representative fashion brand in South Korea that creates not only fashion but also space, video, and various cultural contents by gathering people from different backgrounds to form new perspectives. Ader Error is a combination of 'Ader', which means 'people who express aesthetic things', and 'Error', and has a meaning of 'people who discover aesthetic things in various errors'. Based on the philosophy of 're-editing', Ader Error designs using 'patchwork'. This research analyzes the fashion design and flagship store cases of Ader Error based on Ader Error's design characteristic 'F.I.N.E'. Furthermore, it analyzed the way the company designs and communicates with consumers.
In this study, Dongdaemun, which was selected as the site, was analyzed to understand the characteristics of the place. Through the heterogeneous appearance of the buildings in Dongdaemun, we found that the site looks like a patchwork. This led to the design concept of 'space patchwork'. This concept means converting two dimensions into three dimensions, and it is defined as a way to organize the space around the surface elements, and it is set to solve the spatial structure by utilizing only the surface elements without using the columns among the components of the space, which are the floor, wall, ceiling, and columns.
Based on the above analysis, this paper proposes a program plan and an interior and exterior design plan for the Ader Error flagship store using the 'space patchwork' method. Program patchwork combines the surrounding environment of the site with the basic program to derive a new program, such as an exotic dessert cafe through a patchwork with Gwangjang Market, a vintage store through a patchwork with Dongmyo Guze Market, and a customization shop through a patchwork with Changshin-dong Sewing Street.
To give the space a three-dimensionality, the walls and floor surfaces were overlapped, and the height of the floor was adjusted to create the sense of a patchwork of spaces. In addition, the Dongdaemun Design Plaza (DDP), which can be viewed from each space, was intended to create a visual patchwork of land and space that is difficult to experience. Accordingly, the Ader Error Space Patchwork flagship store is not just a sales space, but a space that provides a three-dimensional view and various experiences.