Semiotic Process of Spatial Signification in Responsive Brand Commercial Spaces : Focusing on Peirce’s Semiotics

The advancement of digital technologies and responsive systems has shifted commercial spaces from static, display-centered environments to interactive, user-centered structures. This study, based on Charles S. Peirce’s semiotic theory, examines how brand language is materialized as spatial signs and interpreted through user experiences in responsive commercial spaces. The findings show that such spaces generate a cyclical structure of meaning-making in which brand intention, user interpretation, and spatial feedback continuously interact. Brand messages are not delivered in a fixed form but are dynamically varied through user engagement and reconstituted within spatial elements and experiences. Unlike previous research that has mainly emphasized technological functions or experiential effects, this study empirically identifies the dynamic semiotic process underlying responsive commercial spaces. The results contribute academically by extending semiotic inquiry into spatial design and practically by providing a framework that can serve as a strategic tool for reinforcing brand identity and developing user-centered design strategies.