학술논문
디지털 환경에서의 상업적 소비공간과 예술적 가치: 하우스 도산 사례를 중심으로
The Use of Art in Retail Spaces in the Digital Environment: Focusing on Haus Dosan
The Use of Art in Retail Spaces in the Digital Environment: Focusing on Haus Dosan
Document Type
Article
Author
Source
비교문학 / COMPARATIVE LITERATURE. Oct 30, 2023 91:125
Subject
Language
Korean
ISSN
1225-0910
Abstract
본 연구는 예술적 가치가 부여된 소비 공간의 이색 경험을 추구하며 이러한 경험을 온라인으로 공유하는 MZ세대의 소비 문화 풍경에 초점을 맞추어 ㈜아이아이컴바인드의 하우스 도산 사례를 통해 상업공간이 예술문화의 소통의 장으로 기능할 수 있는 가능성에 대해 고찰해본다. 일상의 많은 활동이 온라인의 공간에서 이루어지고 있는 오늘날, 상업적 소비의 공간은 온라인과 차별되는 경험을 제공하는 형태로 진화하고 있다. 하지만 이에 대한 연구는 마케팅 분야로 집중되어 있으며 상업적 소비 공간의 예술적 기능에 대해 논의하는 연구는 부족한 실정이다. 이에 본 연구는 MZ 세대가 즐기는 소비문화의 특징과 방향성을 파악해 본 후, 이러한 특징이 하우스 도산에서 어떠한 방식으로 반영되었는지 살펴보았다. 이를 통해 제품의 기능보다는 소비의 감각적 경험을 추구하는 MZ 세대는 이러한 경험에 대한 시각적 기록을 SNS 채널에 공유함을 통해 자신의 가치관을 드러내고 정체성을 구축하는 것으로 파악되었으며 하우스 도산은 창의적 스토리텔링과 예술적 개념을 제품과 공간에 도입함으로써 MZ 세대가 즐길 수 있는 재창작의 놀이공간을 제시하는 전략을 펼치고 있음을 알 수 있었다. 본 연구는 상업적 소비 공간을 통해 새로운 차원의 확장된 예술적 소통의 가능성을 제시하며 이러한 가능성은 마케팅 및 문화콘텐츠 분야에 시사점을 제시할 수 있을 것으로 기대된다.
Through the case study of Iicombined’s Haus Dosan, this study focuses on the consumer culture of the MZ generation who seek unique offline retail experiences endowed with artistic values, share such experiences online, and explore the possibility of commercial retail space functioning as a place of art and culture. Nowadays, where most of our daily activities are performed online, the offline retail space is evolving into a form that provides unique consumer experiences differentiated from online. However, studies on this are mostly focused on the field of marketing, while studies on the artistic function of commercial retail spaces are lacking. Therefore, this study identified the characteristics of consumer culture enjoyed by the MZ generation and explored how such characteristics were reflected in Haus Dosan. As a result, it was identified that the MZ generation, who value sensational retail experience rather than the function of products, expresses their values and identities by sharing visual records of these experiences on their SNS channels. It was also found out that Haus Dosan, seeing through such characteristics of the MZ generation, was implementing a strategy of incorporating creative storytelling and artistic concepts into their products and space in order to present a space of recreation and entertainment. The analysis of Haus Dosan presents a possibility of a new, expanded level of artistic communication through retail space. Such a possibility is anticipated to provide implications for the field of marketing and cultural content.
Through the case study of Iicombined’s Haus Dosan, this study focuses on the consumer culture of the MZ generation who seek unique offline retail experiences endowed with artistic values, share such experiences online, and explore the possibility of commercial retail space functioning as a place of art and culture. Nowadays, where most of our daily activities are performed online, the offline retail space is evolving into a form that provides unique consumer experiences differentiated from online. However, studies on this are mostly focused on the field of marketing, while studies on the artistic function of commercial retail spaces are lacking. Therefore, this study identified the characteristics of consumer culture enjoyed by the MZ generation and explored how such characteristics were reflected in Haus Dosan. As a result, it was identified that the MZ generation, who value sensational retail experience rather than the function of products, expresses their values and identities by sharing visual records of these experiences on their SNS channels. It was also found out that Haus Dosan, seeing through such characteristics of the MZ generation, was implementing a strategy of incorporating creative storytelling and artistic concepts into their products and space in order to present a space of recreation and entertainment. The analysis of Haus Dosan presents a possibility of a new, expanded level of artistic communication through retail space. Such a possibility is anticipated to provide implications for the field of marketing and cultural content.