ABSTRACT

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.

KEYWORD

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