Space marketing reflecting 2023 space trends

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The role of offline stores is changing. It is changing from a place that simply ‘sells goods’ to a space that ‘provides experiences.’ By conveying the brand's world view and philosophy to consumers, we design a space that turns customers into fans. Experiential stores are spreading around the world, and various experiential spaces are creating a buzz in Korea as well. How are trends in space changing? And what can marketers do to prepare in response to these trends? This time, let’s learn insights about space. How is space evolving? Space changes according to people's desires.


As the realm of life expands, a variety of needs, desires, and unmet needs have emerged. So, in order to satisfy that desire, people go to places that have beautiful art, great architecture, impressive service, or other unique things that can't be found anywhere else. Changes in space   Special Data trends that reflect needsSpatial trend ① The emerging status of F&B dior holy water The importance of space is increasing as much as the taste of food. People go not just for the food, but to experience the sights, drink tea, and take pictures. In line with these customer needs, the F&B industry is transforming into a space where people can experience brands beyond the existing cafe and restaurant concept. The Dior Seongsu concept store, which recently opened in Seongsu-dong, Seoul, has a lot to see, including a gorgeous exterior that catches the eye and an interior reminiscent of a garden and an art museum. Dior Seongsu, which consists of a cafe, garden, and boutique, takes advance reservations through its own app, and is so popular that it is difficult to make a reservation.





It appears that this strategy was chosen because, while it is difficult for consumers to stay for long periods of time at existing luxury stores, they can leisurely enjoy the brand's atmosphere at F&B stores. Space trend ② ‘Pop-up store’, a sacred place for proof shots (Clockwise from top left of photo) Inside Nongshim pop-up store, outside Nongshim pop-up store, inside Coca-Cola pop-up store, Coca-Cola pop-up store exhibition./ Nongshim, Coca-Cola A pop-up store is a temporary store that operates for a short period of time and then closes.