臺北車站誠品地下街消費空間的建構與再現

The Construction and Representation of Consumption Space in Taipei Main Station Eslite Underground Mall

吳守信

《北市教大社教學報》 12期 (2013/12) Pp. 60-91

摘要

臺北市隨著都市規模不斷擴大，交通擁擠的狀況也越來越嚴重，在這樣的背景之下，進行鐵路及捷運的地下化工程，並成立臺北車站特定專用區，更在內政部提出的「公共設施用地多目標使用」方案下，促成能同時解決旅客疏散、停車需求、商場安置等三大問題的地下街開發，並提供消費者嶄新型態的消費空間。臺北車站周邊四條地下街中，由於爭鮮公司管理的臺北新世界購物中心提前結束經營，因而讓誠品企業有機會接手進駐。本研究運用列斐伏爾（HenriLefebvre）的三元辯證空間理論，輔以現代消費社會下的符號消費、消費文化等概念，探討誠品地下街中人與空間所進行的互動現象。研究過程採取文獻探討、參與觀察、深度訪談等方式，來進行資料的蒐集與分析，藉由誠品企業、店家、消費者三種不同角色，對於誠品地下街空間運用及想像的差異，以達到演繹與論述三元辯證空間理論之目的。本研究所得到的結果歸納如下。一、《空間實踐》部分：誠品地下街乃因臺北市區交通嚴重擁擠，在政府及有關單位對地下空間進行多元的開發下形成，誠品企業亦服膺地下街特殊的空間與規範，並進行有效的管理，但在指示系統上卻被消費者反應出不符需求的狀況。二、《空間再現》部分：誠品企業透過光線、色彩、招牌三元素，對地下街整體空間進行規劃與營造，使其完全有別於前期的臺北新世界購物中心，並展現濃厚的藝文風貌；店家則於誠品企業空間再現的基礎上，依各自的類型與特色，對店內空間加以佈置，且在部分程度上配合誠品地下街氛圍，使空間再現得更為徹底。三、《再現空間》部分：店家因營運需求而產生「空間私有化」現象，亦透過商品、海報、安全門等形式或媒介，進行其他的再現空間行為。消費者的再現空間活動，則受到時段、對象、情境等因素的影響，而呈現出多元特質。誠品企業則基於規劃者與使用者雙重身份，管理的同時亦得回應店家及消費者需求，加上對藝文氛圍的自我要求，因而進行了部分的再現空間活動。

關鍵字

誠品地下街 ； 空間實踐 ； 空間再現 ； 再現空間

並列摘要

With the continuously expanding city scope, traffic congestion in Taipei City has become increasingly serious. Under this background, railway and MRT underground engineering are carried out, and the Taipei Main Station Special Area was established. Under Ministry of the Interior's ＂Regulations of Multi-use for Public Facilities Land＂ program, the underground mall development to simultaneously solve problems of passenger evacuation, parking demands and shopping mall settlement was procured, providing consumers with a new form of consumption space. Of the four underground malls around the Taipei Main Station, due to early termination of Zensen Sushi Express Group's management on Taipei New World Shopping Center, Eslite Co., LTD. then had the opportunity to take over. In this study, Henri Lefebvre's Trialectics of Spatiality was adopted to explore the interaction phenomenon between people and space in the Eslite Underground Mall with concepts such as symbol consumption and consumer culture of the modern consumer society. Literature reviews, observation participant and in-depth interviews were adopted during the research process for data collection and analyses to achieve the purpose of interpreting and discoursing Trialectics of Spatiality on the utilization and image differences of Eslite Underground Mall by the three different roles of Eslite Co., LTD., store owners and consumers. The results obtained in this study are summarized as follows: 1. In ＂Spatial Practice＂: Eslite Underground Mall was established to solve the serious traffic congestion in downtown Taipei by the Government and relevant units' multiple development of underground space. Eslite has also carried out effective management under the special space and norms of the underground mall. However, consumers responded that the indicating system is inconsistent with the demands; 2. In ＂Representations of Space＂: Through the three elements of light, color and signs, Eslite Co., LTD. had planned and constructed the overall space of the underground mall with a strong artistic feel to make it completely different from the previous Taipei NEW World Shopping Center. The stores decorated their interior space according to their types and characteristics based on Eslite's representations of space to match the atmosphere of Eslite Underground Mall to some extent, leading to more thorough representations of space; 3. In ＂Representational Spaces＂: ＂Space Privatization＂ emerged due to stores' operational demands was presented in forms or mediums such as merchandise, posters and emergency exits to carry out other representational space activities. Consumers' representational space activities were impacted by factors as time, objects and situation, presenting a diverse character. As both a planner and user, Eslite may have to respond to the demands of the stores as well as customers while managing under self-demands on artistic atmosphere, thus partial representational space activities were carried out.

並列關鍵字

Eslite Underground Mall ； Spatial practice ； Representations of space ； Representational spaces