A Study on the Design for Temporary Exhibition Space Design to Enhance Brand Image – Focused on Samsung Electronics Pavilion at CES -

(Background and Purpose) In recent years, global exhibition environments have evolved beyond their original function as mere platforms for the dissemination of product information. Instead, they have become increasingly functioned as strategic communication platforms that convey corporate values, technological innovation, and brand visions through experiential engagement. Large-scale international exhibitions such as the Consumer Electronics Show (CES) provide companies with opportunities to present technological innovation and strengthen brand recognition through direct interaction with visitors. However, due to the high density of visitors and the limited time available for viewing exhibitions, visitors often experience difficulties in fully understanding exhibition content and brand messages. Consequently, the immersive quality of exhibition experiences and the effectiveness of brand communication may be diminished in large exhibition environments. Against this background, this study aims to derive spatial design strategies that effectively enhance brand image in temporary exhibition spaces. (Method) The research focuses on the Samsung Electronics pavilion at CES as a representative case of a large-scale global technology exhibition. Temporary exhibition pavilions function as significant conduits for the articulation of corporate visions, demonstrating technological innovation, and forming experiential brand engagement within a limited exhibition period. Therefore, the investigation into the manner in which spatial design structures visitor experiences and communicates brand value has emerged as a pivotal research subject within the domains of spatial design and brand communication. (Results) This study adopts spatial branding theory and brand experience theory as its theoretical framework and conducts a case study analysis of the planning and design process of the Samsung Electronics pavilion at CES. The analysis examines key elements of the exhibition design process, including the derivation of brand core messages, the establishment of spatial design concepts, the development of experiential scenarios, visitor circulation planning, and the configuration of interactive experiential programs. (Conclusions) The results indicate that temporary exhibition spaces should function as integrated brand experience platforms, thereby enabling visitors to directly experience corporate vision and technological innovation. In particular, the Tangible AI-based spatial design strategy, which translates intangible artificial intelligence technologies into physical and visual spatial elements, was found to enhance visitors’ intuitive understanding and emotional immersion. Furthermore, several spatial design strategies were identified as important factors in strengthening brand image formation, including the prioritization of brand messages, the development of iconic experiential components, target-based circulation planning according to visitor characteristics, the integration of AI and media technologies, and sales-linked strategies informed by visitor behavioral data. This study redefines temporary exhibition spaces as strategic communication platforms that integrate brand experience rather than merely presenting products. The findings provide academic implications for spatial design research and practical guidelines for the future of exhibition planning and brand experience design.