A Study on Analyzing Space Directing Strategies for Digital Media Experience of Nike Concept Store

Abstract

The purpose of this study is to find out in detail through digital media and experiential elements the spatial direction strategy of the Nike concept store where the digital experiential strategy was implemented as a whole.The subjects of the study were limited to the Nike Rise Seoul store and the Nike Style Hongdae store, which were launched under the concept of digital experience. As for the research process, the basis for the study was first prepared through literature data, precedent research, and internet research. In addition, evaluation items for analysis were set by reconstructing space marketing elements for digital media and experience elements of previous studies. As for the method of analysis, an in-depth interview was used, and 5 space design experts visited and evaluated the target store, followed by an interview with the expert, and the following results were finally drawn. First, in the digital media strategy applied to Nike