earticle

영어

In today's retail environment, there is enormous presence of brands that have a significant number of locations over large geographic area. The consumers can easily meet a retail store with the same quality and brand image, no matter where they reside. As the global brands spread out to broader areas, retail companies need an efficient system that they could use as a standard to implement their store designs quickly and economically. This study is about the design elements of retail prototype that contribute to the formation of the brand value and convey the brand image. The object of this study is to set a standard of design elements to be implemented with consistent brand identity, and help retailers achieve a success within their operating markets. The study was undertaken by the comparison and analysis of the seven showroom designs of global automobile brands. The analysis were conducted based on the materials that were developed by the manufacturers such as design guideline, manual, and corporate identity book. The research methodology was to categorize the major design elements that are exterior and interior features, and organize the characteristics of these elements. The result of the study was drawn from the analysis of the common design elements that emphasize the brand identity. The main exterior design elements are summarized into building mass character, facade entrance, signage; and interior elements into space layout, furniture, materials, and graphics such as promotional posters. All of these design elements are found in all examples of case study with minor difference in degrees of the emphasis on the brand identity. The result of this research will be used as a guideline for planning and design of retail store prototype and help the retailers to connect with their customers effectively through communication and brand experience. Last but not least, this study will be used as the foundation for the future research of the implementation of prototype design.