Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/223996
Title: THE MUJI COMMUNE : IN SEARCH OF A NEW BRANDING TYPOLOGY
Authors: LOO HUI JING
Keywords: Architecture
Design Track
Low Boon Liang
Issue Date: 2-Jun-2010
Citation: LOO HUI JING (2010-06-02T09:00:06Z). THE MUJI COMMUNE : IN SEARCH OF A NEW BRANDING TYPOLOGY. ScholarBank@NUS Repository.
Abstract: A designer’s space is an essential branding component. It is the physical environment in which consumers can commune with the label. The competitive market and new consumption demands have driven corporate labels to evolute their retail strategy to increase their presence in the city. In order to maintain their definite identity during capitalistic expansion, their increasing presence can be deemed as eroding the culture of that city. How can a label devise a new spatial strategy to: 1) Cope with new consumption demands and expansion. 2) Maintain corporate identity. 3) Have corporate sensitivity towards the context of the city. What kind of architectural and/or urban intervention can address the issue. Commercial premises have always been part of a street. The presence of the label is thus limited to its allocated plot and peripheral spaces. What if the strategy is reversed where the store is to function as a ‘street’. For keeping the ‘store’ open. To return the public back to the public and provide a public area for other activities where consumers can shop without the obligation to buy. The proposal is a flagship commune. It is a typology that reflects the lifestyle that the label is trying to impart to its customers. The flagship commune contains components such hotel, commercial activities, cultural elements, storage and display, and a street. The idea of a commune requires participation of the community as it represents a lifestyle. The strategy is by means of subtle insertion(s) into an urban space that compliments the label. These insertions will amalgamate into the site where both the label and the site can add new meanings into each other.
URI: https://scholarbank.nus.edu.sg/handle/10635/223996
Appears in Collections:Master's Theses (Restricted)

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