Analyzing the Fragrance Flagship Store with Brandscaping

In order to study the importance of spatial design in the consumption of brand emotions through fragrance flagship stores, this study analyzes previous studies to derive the characteristics of brand scaping. The scope of this study is limited to fragrance flagship stores opened within the last five years in Seoul, Korea, and six cases located in the metropolitan area are analyzed. The research methodology is as follows. First, we reviewed the current status of fragrance flagship stores and the theoretical background on brand scaping. Second, we analyzed the characteristics of brandscaping applied to the studied fragrance flagship stores. Third, we discussed the necessity of analyzing fragrance flagship stores based on the characteristics of brandscaping with examples. Finally, conclusions were drawn and directions for further research were suggested. Therefore, it is significant to suggest effective branding strategies for fragrance flagship stores.