크리스마스 비주얼 머천다이징 미디어 파사드 디자인 특성 분석 - 신세계백화점 본점을 중심으로 -

초록

Shinsegae Department Store, which has been conducting Christmas visual merchandising for more than 50 years, is creating a unique Christmas atmosphere by utilizing Shinsegae’s brand colors and design elements. Starting in 2021, a media facade that implements various images on the building facade was conducted with Christmas visual merchandising. The purpose of this study is to express the Christmas marketing strategy and value through the design characteristics of Shinsegae Department Store’s own Christmas media facade, which is newly defining the brand space experience. The subject of analysis is four media facades displayed at the Shinsegae Department Store Main Branch from 2021 to 2024. This study employs a qualitative analysis of the design types and content components of the media facades. Based on this analysis, the design characteristics of media facades such as artistry, publicness, sense of place, communicability, and mediality are quantitatively evaluated through a focus group interview with experts, and the distribution of these characteristics is visualized in a diagram. The key findings are as follows: 1. As to the design types of the media facades, all analyzed cases involved LED displays installed on the building’s facade. Over time, the screen sizes have grown larger, enabling the display of more sophisticated video content. 2. It was analyzed that artistry is a repetitive Christmas theme, and its freshness is falling. 3. In terms of the expression techniques in the media facades, all analyzed cases provided consumers new spatial experiences with spaces of enjoyable memories by presenting unique visual content that overcame technical limitations based on videos conveying public messages and brand communications. 4. As to the design characteristics of the media facades, all four cases provided expanded opportunity of brand space experience by creatively addressing spatial and temporal constraints with the concept of “a one-time experience”and Shinsegae Department Store’s differentiated media facade design features.

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