This book reveals a veteran VMD's secret to "liking that place without knowing it," from the develpment of design concept that "hits the spot" to marketing.
- Book Intro
In an era when the terms "taste shooting" and "taste respect" are becoming common, consumers in their 20s, 30s and 40s are willing to open their wallets to “"expose taste,” even if they are stringent about everything else. They are willingly to exposure (or boast) their taste on SNS and build relationships irrespective of age or gender.From "Cafe Tour" people, whovisit an Instagram shrine and take a stock photo, to the office workers who go to a one-day class after work to meet people with similar tastes, taste consumption has become a huge trend that's now here to stay. What kind of "taste" do they buy in what kind of “space” to enjoy their "sentiment" consumption or “psychological satisfaction to price” in their "Querencia" sanctuaries?
Lee Kyungmi and Jung Eunah are “space branding” experts who read the ever-changing consumer trends and precisely combine details ranging from concept setting to design, service and marketing in the space. It's not just about the "interior," but incorporating the location, the display, the lighting, the copper, the touch, the smell, the sound, the temperature, the props, the packaging, and the staff's attitude into the space to create a kind of magic that makes people like the space.
This book contains both the author's travels around the world and the points of spatial branding analyzed from the perspective of a planner. The book introduces more than 100 unique spaces around the world, from London, New York and Tokyo to Berlin, Milan and Amsterdam, where you can read the latest global trends.
- About the Author
For 20 years, Lee Kyungmi (F) has workedincorporating sentiment into spaceas a marketer, VMD, and interior designer with many fashion brands. Currently, she is working for the diverse and unique space of the Custom mellow brand at Kolon Industries FnC.
Jung Eunah (F) has worked as a VMD at a number of women's apparel brands, such as Netizen.com, Baba Fashion, Kolon Industries FnC, casual wear, and golf wear brands. She is expanding her work through online and offline fashion marketing and is also serving as a space color consultant for a domestic paint manufacturer.