網紅經濟介入商業空間設計創作之研究

商業空間的設計與行銷密不可分，新媒體 (社群、直播) 的興起，翻轉了傳統行銷手法，也影響著商業空間的設計。從服務設計、產品設計、平面設計、空間設計等各個面向，皆越來越注重「體驗」及「分享」，讓個人的體驗分享成社群的經驗，更促進了這一波新形態的商業空間的整合。線上線下商業模式的翻轉，為「品牌」的建立注入養分，線下的實質體驗是為了促進線上的實際銷售。為了創造話題，設計勢必要更能「說故事」，商業空間的設計會越來越像「策展」。結合在地文化、地方創生、特色產業、藝術人文等活動，而非單純的實質空間上的設計。現今網紅已成為最大的自媒體，網紅吸走了網路上大量的流量、影響力滲透到各個角落，消費者因喜好與粉絲心態跟隨著網紅更加的分眾而細分化，網紅經濟將直接與間接衝擊影響傳統媒體、廣告、電商、娛樂文化、實體店面等。本研究是以網紅經濟對商業空間設計影響為主要研究方向，並將研究結果以商業空間設計為例，呈現於創作上。在研究方法上。首先，由文獻探討研究網紅經濟的發生與發展及網紅介入商業空間後造成商業空間的改變。在經由網路蒐集的資料彙整出，目前以網紅商業空間設計為主題之風格類型。接下來藉由「案例分析」，依據流行文化影響、故事主題、風格類型、元素，彙整資料後進行分析比對。本研究發現以網紅為主題的商業空間導入策展，使空間在不變的架構下加入可變化的策展主題元素，讓空間在時間的推移下，變化出不同主題的場景及故事，空間得以利用策展及空間中軟裝之陳列置換，提升商業空間設計未來的可變性。社群媒體是現今最好的顧客媒介，經由網紅體驗再由媒體傳播出去，社群的媒介藉由網紅經濟的介入，會讓商業空間的線上線下的整合更趨完善。本研究根據上述研究結果透過「設計實驗創作」進行驗證，歸納整理出網紅風格運用於商業空間設計之理論基礎。作為後續創作者參考之依據。本研究成果有助於網紅商業空間設計者作為設計方針，並供後續商業空間研究之參考。亦可供未來運用實驗創作的方式，進行實證討論。

關鍵字

商業空間；自媒體；網紅；網紅經濟；直播；空間設計；策展

並列摘要

The design and marketing of commercial space are highly associated. With the rise of new media(social media or live streaming), the traditional way of marketing has been shifted and further affects the design of commercial space. There is a growing emphasis on “experience” and “sharing” in every aspect from service design, product design, graphic design, spatial design etc., making personal feelings into communal experience and stimulating this new type of integration of commercial spatial design. Design must be able to “tell stories” to generate topics, and commercial spatial design has become like “curating” which involves issues relating to local culture, regional revitalization, cultural industries, arts and humanities, etc. instead of focusing purely on spatial design. Since internet celebrity takes up the majority of self-media and draws huge attention, the influence has infiltrated each and every corner. With the demassification of internet celebrity, the preferences of consumers and the attitudes of fans has further segmentalized. Internet celebrity economy would directly and indirectly impact traditional media, advertising, e-commerce, entertainment culture, brick-and-mortar stores etc. This study takes internet celebrity economy’s influence on the commercial spatial design as main direction of research, and exemplify the research result with creation. The research method firstly involves literature review of how internet celebrity economy has occurred and how commercial space has changed with the incorporation of internet celebrity. Different styles of internet celebrity’s commercial spatial design are sorted through internet data collection and analysis. With “case analysis” according to the influence of pop cultures, themes, styles, and elements, this study discovers that through curating, a commercial space which incorporates the element of internet celebrity enables the the space with the flexibility to add variable elements and themes without variations on the main structure of the space. In this way, as time passes, differing themes, scenes and stories could be created through curation and alteration of staging, increasing the variability of the commercial spatial design in the future. Nowadays, since the experience of internet celebrity could be spread by mass media, social media is the best way to communicate with the consumers. With the incorportion of internet celebrity economy through social media, the online and offline integration of a commercial space could be even complete. This thesis are exemplifed through “creation of experiment design”and inductively concludes a theoretical basis for the application of internet celebrity styles on commercial spatial design as a reference for other designers. The findings of this study could be the guidelines for commercial spatial designers, and serve as reference for further research on commercial space as well as for evidence-based discussion in future experimental creations.