| 요약2 |
A fashion retail shop has produced a image of fashion brand with its original character to highlight its value of brand and product effectively to customers. Therefore, it has made consumers adopt the brand and its products because of its highlighted brand image rather than their real need. Accordingly, the retail shop design needs to provide a chance of experience its brand image for customers to stimulate their five senses. At this moment, object in the retail shop takes a important role to realize the brand image as an emotional approach to customers. The object is a medium to interact human with the space. With this aspect, object is very close to phenomenological spacial concept which comes from Merleau-ponty's phenomenological body perception. Hence, the concept of object has changed from 'visual decoration' to 'intercommunication between human and space'. Merleau-ponty's phenomenological body perception becomes the most important criterion to apply the newly established concept of object in the modern space more concretely. In this research, the new aspect of object in the fashion retail shop is analyzed and the concept of object is newly defined as a 'phenomenological object'. Also, the potential and design methods for 'phenomenological object' in the fashion retail shop is analyzed and contemplated. Eventually, the purpose of this study is to propose an application method of 'phenomenological object' in the fashion retail shop. |