We are now
There are so many brands out there
We live in a world flooded with brands.
We are living in a flood of brands where there are so many brands. I think each of them is struggling to increase their value by putting forward their own brand. Then what about space? Just ten years ago, consumers looked for a space that suited their purpose and looked at space as a means to solve their purpose. It can be said that it played a primary role of selling products and providing services.
However, the space of today is being used as a new content to express the concept of each brand. It is now a well-known fact that cafes are no longer a business selling coffee, but a space business. It is now very common for old factories to become cafes, old bathhouses to become exhibition halls, or for the value of real estate to increase due to the entry of famous brands such as Starbucks.
This can be seen as an increase in the value of the space through regeneration architecture and storytelling, through new space branding. In a way, I think that the remodeling of the building is the same from the perspective of the building owner. However, rather than simply remodeling the building, I think that examining the story of the building, maximizing the direction of the concept, naming the building, and applying new signage to become a building with a story and branding will visualize the value of the brand and increase the value of the space.
Gimhae's 'Peer Appeer' once operated as a radish factory and sink factory.
There have been many cases of factories being remodeled and transformed into cafes. However, the reality is that most of them only emphasize the industrial feel and ignore the story or essence, stopping at the level of simple remodeling.
This space, which has been around for over 40 years, boasts a spacious feel of 350 pyeong, and was planned to feel like the original space without disturbing the current mood, but the interior feels like a different space. It is currently a complex cultural space, and its value has been increased with various contents and stories such as fashion shows and exhibitions.
The Nakwon Musical Instruments Shopping Center in Jongno is a well-known place with a long tradition as the largest musical instrument shopping center in Korea. This space was operated mainly targeting consumers who wanted to buy and sell musical instruments. However, a complex cultural space called 'edls' recently opened, and it is a new complex cultural space that maintains the concept of a music space, and provides interesting content such as food, drinks, entertainment, and things to see so that consumers can spend a lot of time in the space.
According to the brand definition, the first letters of Eat, Drink, Listen, and See are combined to create the name EDLS, which expresses the fun brand sensibility. If Nakwon Musical Instruments Shopping Mall used to be a space where the main target group existed, now, thanks to the new brand and space, people from various new target groups are visiting and remembering Nakwon Musical Instruments Shopping Mall. This can be said to be a good example of creating a new target group and creating a new flow in an old space.
Located in Gyeongju, ‘Terms’ is a brand and space that started at a blueberry farm.
The owner of the blueberry farm recognized the limitations of the farm and found a way to meet new consumers through the café item. He created a blueberry farm experience program, operated a blueberry-based café, and diversified his business model into a space where consumers who are tired of everyday life can enjoy various contents. As a result, both the farm and the café are currently creating synergy.
No more now
For commercial purposes or rent
An era where the value of space does not increase
It is said that the asset management company has been working on creating a space content team for several years to research new user experiences and create new space values through differentiation. Isn’t this also to find ways to increase the value of space through new content and storytelling? It is quite natural that many businesses are conducted online these days, but the power of space is still great. Finding ways to maximize the power of space and increasing value through this is space branding that increases the value of space. We are now living in an era where the value of space is no longer increased by commercial districts or rent.
