专卖店空间设计中的品牌文化表达初探

The Junior Researcher of the Cultural Expression of the Brand in the Store Space Design

随着消费社会的到来,品牌文化的传播逐渐被人们所重视,商业展示空间设计在空间中带给消费者的整体感官体验是塑造品牌形象的重要手段之一。而对于时下的国内专卖店设计良莠不齐的水平而言,其问题主要呈现在普遍缺乏品牌塑造意识从而背离品牌传播目的。在此背景下,文章通过剖析专卖店空间设计和品牌形象传播的关系,试图总结专卖店设计的基本原则和方法,探索新时代背景下的品牌专卖店的设计之路。

With the advent of the consumer society,people are paying more and more attention to the spread of brand culture.Commercial display space design brings the overall sensory experience to consumers in space is one of the important ways to create a brand image.For the current level of design of domestic specialty stores,the problem is mainly reflected in the designer’s general lack of brand awareness,so often deviate from the purpose of brand communication.In this context,the article analyzes the relationship between store space design and brand image communication,tries to summarize the basic principles and methods of store design,and explores the design path of brand stores in the new era.