A Study on the Design Characteristics of Community Store : Focused on Town Square based Apple Store

(Background and Purpose) Today, as the IT industry develops, online purchases dominate rather than offline purchases. As a result, Apple is moving from a brand with a minimal corporate philosophy to a community-oriented space design strategy, or town square strategy. Therefore, the purpose of this study is to derive the value of design change pattern of future community store by analyzing the characteristics of community store in brand space and understanding the effect obtained by it. Therefore, the purpose of this study is to analyze the characteristics of the community store in the brand space and to find out the effect obtained thereby, so that the brand space design can be produced in more creative and diverse ways. (Method) Based on qualitative research, this study studies the contents of community store characteristics through the changed Apple retail store, Town Square. First, we define the concept of town square and community store, and derive three keywords experience, regionality, and publicity, and derive detailed characteristics. Based on the analysis, the design characteristics and effects of the community-based Apple Store are derived, and the research contents are summarized and concluded. (Results) In this study, through theoretical considerations, case analysis of the characteristics of community stores, experience, regionality, and publicity as a building element of spatial design, result of exchange of complex space, intrusiveness of non-materialization construction, contextuality of materiality, fluidity of time Four characteristics such as identity and physical relationship were derived. First, the interchangeability of the complex space refers to the psychological and physical interaction between the commercial function and the public function through the space. Second, intrusiveness in the construction of dematerialization refers to the interaction between the boundaries of the inner and outer spaces breaking through physical properties. Third, the contextuality of physical properties eliminates and expands the original physical properties to derive new physical properties, and reinterprets the original physical properties to express identity in a new dimension. Fourth, the fluidity of time is not fixed, such as changes in space and changes in material with time, and changes according to the environment from time to time. (Conclusions) This study found that through the case of Apple Town Square, the characteristics of community store expression in space can be expressed in various ways. As can be seen from Apple's case, the brand space emphasized by the community will be a valuable design as a coexisting space rather than a fragmented sales space. In addition, it is expected that the use of various properties and the use of various contents will coexist with the local community and narrow the emotional relationship with consumers.