Space Branding Strategies through Housing Gallery Design Cases: Focused on the The Sharp Gallery and Raemian Gallery

This study aims to empirically examine the characteristics and effectiveness of space branding strategies implemented through housing galleries operated by construction companies, in the context of the advancement of residential products and the spread of consumer culture centered on brand experience. Through a literature review, six strategic elements of space branding—exterior, space, sensibility, experience, concept, and brand—along with their evaluation criteria were identified. Based on these, a qualitative analysis was conducted on The Sharp Gallery and Raemian Gallery, which are publicly accessible among the top 10 construction companies in Korea as ranked by 2025 construction capability evaluation. In addition, a quantitative survey was conducted with 250 housing gallery visitors. The qualitative analysis revealed that housing galleries have evolved into sophisticated branded spaces that go beyond simple exhibition functions. They enhance public engagement and community connection, promote interaction through experiential content and the latest technologies, convey brand messages through consistent concepts, and are designed to support visitor-led experiences. The quantitative analysis further verified that experiences in these offline spaces act as effective competitive strategies for construction companies. This study differentiates itself from previous research by presenting strategic elements and evaluation criteria suitable for brand experience spaces, and by empirically validating the direction and significance of space branding through both qualitative and quantitative approaches. However, the study is limited to two case studies and does not propose detailed design improvement measures. Therefore, future research should consider comparative analysis of a broader range of spaces and propose gender-specific strategic approaches, especially considering relatively lower satisfaction levels among female visitors.