Brand Store And The Research On Its Design--Consumption, Display And Experience

The article is constructed with 2 main parts. The first part concerns about the development and the feature of brand store with a designer's view. The second part concerns about the design research of brand store.Brand store is operated by the brand owner, gradually growing up with focusing on brand rather than the merchandise more and more in its history. (1) Brand consumption has more symbol meaning than usual consumption, so is the brand store. The brand store stays the top of consumption classification pyramid. Now customer can buy all kinds of goods of different levels in different brand stores. (2) Brand store is a 3 dimension advertisement communicating the brand information and constructing the brand image, it also is a special exposition and a special museum for displaying brand. A series brand stores,which have the advantage as a media, have been setting up in market, such as brand museum, brand exhibition hall and brand flagship shop. (3) Experience plays an important role both in building self-realization and promoting economic. The brand experience is a vital way to practice brand consumption and brand communication. Design is the key to arrive the purpose of the brand store, so the research on design is basic, according the design procedure: (1) Design strategy is the first step, focusing on choosing the subject and the class. (2) More work is put on the second step: design proposal. The investigation indicates that the design element is very crucial, so some rules are concluded on how to choosing and consisting all kinds of elements creatively, also how to creating experience for customers. (3) The last step provides ways to changing design proposal into reality and the process of manufacture.