'What is your space saying right now?'
Professor Seungyoon Lee, a digital cultural psychologist, revealed
Practical strategies for building a brand beyond space

A brand's space is no longer just a store.
We are evolving into a strategic asset that communicates the brand's philosophy and identity, while designing experiences that stimulate customers' senses and permeate their daily lives.
However, there are still many spaces that are not remembered as brands no matter how stylishly decorated, and brands that try new experiences but do not lead to repeat consumption.
“Space is Strategy” finds the cause in the “absence of strategy.”

This book reinterprets offline space from the perspective of ‘strategy’ rather than ‘sense.’
Beyond Instagrammable spaces, we explore how brands can embody their emotional connections and philosophies with customers.
Professor Seungyoon Lee, who has consistently explored the points of contact where brands meet customers, designs eight strategies based on corporate consulting and consumer psychology research to determine how spaces can reveal the essence and value of a brand.

In today's offline spaces, 'what kind of experience is designed' has become much more important than simply 'what is sold.'
Rather than focusing on displaying and selling items, many retailers intentionally try to erase the feeling of a store or create a sensory retail space that feels “more like a home than a house.”
Rather than the location of a space, the key is the design of the content and experience that the space delivers, which is why consumers must visit the space in person.
---From the "Prologue"

There is a line in a poem that says, “You have to look closely to see the beauty.”
As this saying goes, companies need to make sure that customers can appreciate the value of their carefully crafted products for a longer period of time and in greater detail.
When we encounter a product by chance and its shining artistry stands out, we find ourselves interpreting and looking into the value behind it, even without being asked to do so.
In the process, you become immersed in the product and the emotional distance from the product naturally narrows.
This is precisely the strategic power of the artistic creation of space.
---From "Will the addition of art lead to purchases?"

While LG Electronics' Home Brew House is a space that combines beer with personalized experiences, 'Wine@EBISU', located in the Ebisu area of ​​Tokyo, Japan, is a space that specializes in providing personalized experiences related to wine.
At Wine@Online, you can search for wine by genre as well as by region, and you can also search for restaurants based on the occasion you are drinking wine.
For example, if you purchase a wine that suits your spouse's taste perfectly for your 10th wedding anniversary from Wine@Online, the service will find the best Italian restaurant in the area that suits your spouse's taste and your wedding anniversary.
It doesn't stop there, they also offer a service that delivers wine to the restaurant according to the date and time of your reservation.
It truly gives the impression that the wine experience is tailored to each individual from A to Z.
---From "Providing personalized experiences based on tastes"

The important thing is not simply collecting data, but how we interpret that data and turn it into a sensory experience.
By being able to read an individual's context and translate it into a space in the brand's unique language, hyper-personalized experiences can extend beyond simple customization to powerful emotional connections.
In that sense, the strategic importance of offline spaces that can create direct interaction with individual customers will only grow in the future.
---From "Experiences of Taste Designed with Data"

Marketing strategies that stimulate the five senses in various ways in space are often called 'multisensory marketing'.
This is a strategy to design an experience that connects consumers more deeply with the brand by stimulating all five senses of the consumer.
The key is not simply to engage multiple senses, but to design a brand experience that deeply engraves itself in the minds of consumers through the synergy between the senses.
A space designed with elaborate attention to the five senses produces various effects.
Because senses are closely linked to human memory, experiencing a brand through diverse senses can help that brand become more strongly embedded in customers' long-term memories.
---From "Space design that integrates the five senses leaves a mark on the brand"

It is crucial to segment the customer experience itself and combine online and offline channels in a complementary manner.
Experts recommend a strategy that balances functional benefits online with experiential and sensory benefits offline.
For example, in the 'Explore' phase, customers can experience the functional satisfaction of being able to search, compare, and browse unlimited product information online.
---From "A Customer Experience Journey that Extends Beyond Space"

Ace Hotel's core goal is to go beyond simple lodging and become a kind of local hub, a place where outsiders and locals can naturally meet and experience the local culture.
So when building a hotel, most effort is put into the lobby.
When you visit Ace Hotel Kyoto, you'll find this long table in the lobby, 365 days a year, day and night, filled with locals reading books or working on their laptops over a cup of coffee.
The intention to convey local culture by making the lobby an open space where local residents can freely come and go and allowing guests to naturally immerse themselves in it can be seen.
---From "Creating Space with Local Power"

The core theme of Miyashita Park, beloved by the residents of Tokyo's Shibuya Ward, can be summarized in one word: "connection."
The front part of Miyashita Park was designed as a staircase to attract people tired of the complex commercial space of Shibuya.
People walking from Shibuya Station naturally encounter this huge staircase and climb it.
In short, it is an optimized route designed to connect Shibuya's existing commercial spaces and parks with the least amount of incongruity.

---From "A Sense That Doesn't Exist in Digital: Created by Space"