Architecture Branding in the Tokyo Omotesando shopping district

摘要

In recent years there is an increase of the importance of branding of architecture and urban renewal. A new approach of architecture design in the sense of branding can be recognized in urban shopping districts. However, there is nearly no study undertaken on architectural branding. Therefore in this study I have tried to describe the definition of architectural branding. Moreover I investigated the influence that architecture gives Branding or Branding gives architecture, as the main object of my study. The investigated area is the Omotesando shopping district in Tokyo, Japan. First, I paid attention to the so-called Experiential Value. The Experiential Value has influenced the branding concept. Therefore architecture becomes the target of Branding. Following, I searched the Tokyo Omotesando shopping district. I picked up 35 buildings along the main street of Omotesando. Among the 35 buildings, I picked up seven buildings which I considered more in detail. The 7 buildings are;1) Louis Vuitton Omotesando, 2) Prada Boutique Aoyama, 3) ONE Omotesaudo, 4) Dior Omotesando, 5) TOD'S Omotesando, 6) Omotesando HILLS and 7) GYRE. Before, people did only define Brand as a merchandise product. These days, the definition of Branding is not any longer used only for merchandise products but also for architectural products because of the change towards information society;and the branding concept span become shortly and the concept expand. The branding of buildings will increasing rapidly and more and more branding buildings will fill the Tokyo Omotesando district. In the future, the branding concept span will become shortly and the concept will expand more and more. Therefore the definition of branding will be not only for architecture but also for other areas. As conclusion, I think that there is a shift from merchandise products to architecture, and a shift from architecture towards district area.