유휴공간 활성화를 위한 전략적 수단으로써의 플레이스 브랜딩 - 유럽사례를 중심으로 - = Place branding as a strategic methods of revitalizing idle space - Based on European Examples -

다국어 초록 (Multilingual Abstract)

(Background and Purpose) Spaces gradually change in appearance over time, with many ending up abandoned. The national and local governments are launching the New Deal policy to address the revitalization of old downtown and squalid areas. The Regeneration of Idle Space project has been presented as one solution. According to this social program, brands using idle space grow by diversifying, and visitor flow limited to cultural spaces is expanding to commercial and residential spaces. However, it has concentrated on giving the appearance of modernity, while ignoring the locality of idle space, thereby creating another problem in an ever-changing reality. This study aimed to analyze the semantic value elements inherent in idle space, and based on these, analyze the place branding method of idle space and then propose place branding as a strategic means of revitalizing idle space. (Method) Cases of successfully revitalized idle spaces were selected and studied, limited to areas in Europe, to serve as a starting point for regenerative architecture. This study was conducted as follows. First, we examined and described the concepts of idle space and place branding. Second, we drew on the semantic value of idle space and the means to brand idle space. Third, based on the characteristics derived, we study conducted a case analysis and presented the possibility of using place branding as a strategic method to revitalize idle space. (Results) In overseas cases where place branding was attempted as a strategic method for the revitalization of idle space, space was not simply inherited from the shape of a building but the activation of its own special sensibility, which cannot be created artificially. Regarding special sensibility, there were many cases of revitalization of space, as well as regional revitalization and even urban regeneration. The meaningful value of idle space becomes the center of discrimination through a deep reflection on the nature of space. If the material and non-material utilization elements of the place branding method are combined, the existing image of the place becomes reinforced and more sustainable. (Conclusions) The current use of idle space will continue to be considered as a sustainable way. The revitalization of idle space through place branding helps sustain the historical and symbolic value inherent in idle space and can invigorate local culture, have far-reaching impact beyond building regeneration, and even engender urban regeneration. This study hopes to continue the research on the revitalization and sustainable methods of idle space in Korea. It is meaningful for proposing place branding as a strategic tool for revitalizing idle space.

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