In this emotion-oriented age, we consume through delicate synesthetic thoughts. So as we tend to depend on sentiment and instinct rather than reason, we give focus to an environment where individuality is important. Therefore, this study looked at the characteristics of spatial experimental factors based on five experimental marketing methods presented by Schmidt centering on pop-up stores for trendy and delicate fashion brands. As a result, it was discovered that fashion pop-up stores emphasized sensational and emotional experiences utilizing the five senses of the consumer while they were weak in spatial expression with respect to relational experience. However, small design elements were the easiest way to experience space. In addition, they used diverse cognitive experimental methods and led consumers to join in with the store experience using extensive expressive factors of spatial design. Also Outdoor locations, rather than indoor ones, induced experimental marketing using space through diverse design expression methods. Likewise, it was suggested that spatial design expression methods for brand experience can provide efficient experience opportunities for consumers when their emotions are stimulated. Therefore, this study aims to prepare basic steps for the further development of spatial design expression methods using spatially expressive factors as well as diverse marketing methods.



  1. [thesis] 김용배 / 2013 / 브랜드 자산의 공간마케팅에 관한 연구 : 브랜드 확장과 브랜드 체험을 중심으로

  2. [jounal] 이기복 / 2011 / 브랜드의 체험마케팅을 위한 크리에이티브 커뮤니케이션 / 조형미디어학 14 (1) : 191 ~ 198

  3. [jounal] 이미진 / 2012 / 구매심리과정(AIDMA)모델을 적용한 식음공간의 실내디자인요소 분석 / 한국실내디자인학회 논문집 21 (2) : 112 ~ 122

  4. [jounal] 구희경 / 2011 / 패션제품의 세대별 특성에 따른 AISAS 구매행동에 관한 연구 / 한국과학예술포럼 9 : 15 ~ 26

  5. [book] 번트 H.슈미트 / 2002 / 체험마케팅 / 세종서적(주)

  6. [book] 한영호 / 2007 / 비주얼 디스플레이 / 기문당

  7. [book] / 2013 / 시사상식사전 / 박문각