Ik-Soo J. -., Koo Y.

A STUDY ON ARCHITECTURAL IMPLEMENTATION OF BRAND IDENTITY AND PLACE CHARACTERISTICS APPEARED IN FLAGSHIP STORES - Focusing on cases of Korean and Japanese flagship stores –

This thesis discusses about an architectural implementation of the flagship
store which is a physical substance of the place marketing in commercial architecture. The flagship
stores which are being built around the world as a unified design language of global corpo -
rations, are a symbolic space that has gathered strength as a new marketing strategy to represent
the brand as a way of the marketing strategy of place, and to cope with the rapidly changing
market environment. Therefore, brands are nowadays competing with each other in designing
the best and proper flagship store, which reaches the top of the commercial space design with its
high-end completeness and detail. This study attempts to investigate cases on architectural char -
acteristics of brand identity in flagship store in East Asia region, and to examine the possibility
of architectural platform to create a new sense of place when the manifestation of commerciality
precisely calculated is implemented in architecture.

Keywords: brand identity, flagship store., place characteristic, фирменный стиль, флагманский магазин, характеристика места