A Study on Space Branding in Premium Food Halls in Korea : Focusing on domestic department store food halls

Although the role of department stores is changing due to the spread of online shopping and hypermarkets in the modern society, department stores remain symbolic spaces of capitalism. Many people think of department stores as the center of luxury goods halls, but this study focuses on the fact that food halls in department stores play an important role in forming brand image and consumer experience. The food hall acts as a major contact point for forming consumers' overall perception beyond a simple purchase space and has a great influence on increasing the brand value of department stores. Therefore, this study analyzed the spatial design elements of department store food halls, analyzed previous studies to derive each characteristic of space design, and investigated the effect on consumer psychology and purchasing behavior. Taking the food hall of major department stores in Seoul as an example, the effect of space branding on the consumer value experience was investigated. This study presented the core elements of space branding applied to the premium food hall of department stores, and suggested reconsideration to strengthen the brand value of department stores as a strategic tool for space branding.