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Article The Spatial Marketing Strategy of Global Franchises That Take into Consideration the Characteristics of Modern Consumers—A Study Involving the Global Companies of and Blue Bottle

Ji-Eun Kim 1 and Eun-Soo Park 2,*

1 Department of Spatial Culture Design, Kookmin University, Seoul 02707, Korea; [email protected] 2 Department of , Sahmyook University, Seoul 01795, Korea * Correspondence: [email protected]; Tel.: +82-2-3399-1912; Fax: +82-50-4469-9578

Abstract: Coffee shops are evolving into spaces that offer diverse experiences for consumers, with coffee acting as a medium. They are simple venues where people can drink coffee and enjoy and share their cultures with each other; moreover, coffee shops capture the consumers’ complex individuality and values. Considering this trend, it is worth looking at the coffee shop in connection with spatial design marketing, as a place that has endless potential to effectively express the needs of modern consumers through spatial identity and story. Accordingly, this study is focused on global coffee

 franchises because a single can control factors other than spatial design, such as coffee price,  quality, brand identity, and service. This study looks at global coffee franchises from the spatial

Citation: Kim, J.-E.; Park, E.-S. The design marketing perspective, to examine the value and importance of a as not only one of the Spatial Design Marketing Strategy of elements of spatial design, but also as a marketing agent. To this end, spatial design marketing will Global Franchises That Take into be presented for Starbucks and Blue Bottle, which are the front-runners of the global coffee franchise Consideration the Characteristics of sector. This study also explores the meaning of directional space, within the global coffee franchises, Modern Consumers—A Study a meaning that will be transformative in the future. This study is significant in that it derived three Involving the Global Coffee spatial marketing characteristics and six strategies that can enhance the spatial value of coffee shops Companies of Starbucks and Blue and the experiential value of consumers. This was accomplished through an approach focused on Bottle. Land 2021, 10, 716. https:// Starbucks and Blue Bottle, the most representative global coffee franchises. Moreover, the presented doi.org/10.3390/land10070716 spatial design marketing strategies are not only applicable to coffee franchises but also to various commercial spatial design fields, and are expected to be used as a business methodology that can Academic Editor: Anna Winiarczyk-Ra´zniak satisfy the needs of modern consumers and increase the unique value of their brand.

Received: 18 May 2021 Keywords: spatial design marketing; modern consumers; global coffee franchises; Starbucks; Accepted: 29 June 2021 Blue Bottle; marketing strategy Published: 7 July 2021

Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in 1. Introduction published maps and institutional affil- With the development of information and communication along with the populariza- iations. tion of smartphones, the online realm has become stronger, while the influence of offline space has gradually decreased. This is because the meaning of space has diversified as the traditional concept of it was innovatively dismantled by technology, with the beginning of the digital transformation era. However, consumers have started to turn their attention Copyright: © 2021 by the authors. back to the offline space, where they can personally consume and experience culture; Licensee MDPI, Basel, Switzerland. they have started to feel the limits of the online environment with the recent imprudent This article is an open access article saturation of information. In response to this trend, companies are devising various spatial distributed under the terms and design marketing ideas to heighten the consumer’s loyalty and give special value to their conditions of the Creative Commons brand. That is to say, consumers are demanding that a space where products are introduced Attribution (CC BY) license (https:// and sold should also provide a new user experience (UX),in accordance with a detailed creativecommons.org/licenses/by/ spatial design marketing strategy that needs to be presented. 4.0/).

Land 2021, 10, 716. https://doi.org/10.3390/land10070716 https://www.mdpi.com/journal/land Land 2021, 10, 716 2 of 36

Coffee shops are evolving into venues that offer diverse experiences for consumers, with coffee acting as a medium. They are simply places where people can enjoy coffee and share their cultures with each other; moreover, coffee shops capture the consumers’ complex individuality and values. Considering this trend, it is worth looking at the coffee shop in connection with spatial design marketing as a place with endless potential to effectively express the needs of modern consumers through spatial identity and story. Accordingly, this study is focused on global coffee franchises, because a single brand can control factors other than spatial design, such as coffee price, quality, brand identity, and service. Thus, the authors set out the purpose of the study as follows. This study looks at global coffee franchises from the spatial design marketing perspective, to examine the value and importance of a space as not only one of the elements of spatial design, but also as a marketing agent. To this end, spatial design marketing will be presented regarding the orientation of the spaces for Starbucks and Blue Bottle, which are the front-runners of the global coffee franchise sector. This study also explores the meaning of directional space for the global coffee franchises, which will be transformative in the future. In order to achieve this goal, this study conducts theoretical research based on litera- ture surveys. It applies a research method that derives characteristics from the researcher’s perspective and validates them through case studies. In other words, the type of this study is a theory-based case analysis and strategy presentation. The research methodology of this study is as follows. First, the definitions and principles of spatial design marketing are summarized through a literature review, and the characteristics of modern consumers, which are important in marketing, will be identified through prior studies. Second, after studying the definitions and types of coffee shops, the distinct charac- teristics of global coffee franchises will be established from a spatial design marketing perspective. Based on this analysis, the spatial design marketing elements of global coffee franchises will be identified. Third, by connecting the derived modern consumer characteristics and the spatial design marketing elements of coffee franchises, this study presents the characteristics of spatial design marketing. Additionally, detailed strategies for effective spatial marketing are identified for each characteristic, and an analysis is conducted on how spatial design marketing strategies are applied to the global coffee franchise front-runners, Starbucks and Blue Bottle. Fourth, following this analysis, the spatial design marketing strategies of Starbucks and Blue Bottle are summarized and the conclusions are presented. This study analyzed prior studies to identify the characteristics of modern consumers and the elements of spatial design marketing. This was based upon certain characteristics of spatial design marketing and strategies that are presented to support the logic of the research method. Moreover, by connecting this with analyzing the spatial design marketing strategies of Starbucks and Blue Bottle, representing the “second wave” and “third wave of coffee”—a term established by Trish Rothgeb in the November 2002 newsletter of the Specialty Coffee Association of America (SCAA)’s Roaster’s Guild—that place brand value in the space, this study aimed to identify in detail what content is used to induce a positive consumer experience.

2. Spatial Design Marketing and Characteristics of Modern Consumers 2.1. Defining Spatial Design Marketing Spatial design marketing is a combination of marketing and the presentation of tangible and intangible spaces that inevitably provide an experience for customers, and mainly aims for cultural sensibility or background as follows Table1. Land 2021, 10, 716 3 of 36

Table 1. Status of prior research related to spatial design marketing.

Researcher Main Content Reference This study analyzed experience marketing as an approach or problem-solving process, in terms of A Case Study of Idle Spatial Regeneration from Park, Eun A marketing that is inferred from a combination of The Perspective of Spatial Marketing, Hanyang terms of space and marketing and presupposes a Univ. Master’s thesis, 2019 space of analogy and intangible space. This study analyzed the ultimate space and reason space, a space that receives creative power to move Christian Mikunda The Third Place, 2015 to the next stage of life, not a living space (first space), labor, or work space (second space). This study is about the activities of building an impression of a business with a space that is a point Kim, Joo Yeon of contact with a customer, or expanding and Space Branding, 2014 managing the brand’s value experience through the impression of that space. This study covers a wide range of marketing, from traditional marketing centered on features and Bernd Schmitt benefits that are excluded from a space, through Experiential marketing, 2013 experiential marketing, to consumer experience in the space. This study studies overall marketing activities that meet consumer needs directly to the space provided Study on Strategies of Space Design Marketing Pak, Sung Sine by the company or enable the enhancement of and their Effects, Yonsei Univ. Ph.D. thesis, 2008 corporate and brand images through space-mediated experience by consumers. Space marketing in this study is a study of how to Hong, Sung Yong utilize space, and it means various economic Space Marketing, 2013 activities generated by space utilization.

It is neither a living space (first space), nor a working space (second space), but one that receives creative energy to move on to the next stage of life—namely, the ultimate space, a space of reason. The value of marketing is real, but in the realm of abstract conceptual space, it may be correlated with the consumer’s perception of value, which includes the terminology of space following a change in the market and the meaning of action [1].In other words, spatial marketing is a combination of tangible and intangible “spatial design,” which utilizes space to provide activities demanded by consumers to satisfy them, and “marketing.” Under the premise of sensation, emotion, cognition, behavior, relationship, etc., spatial marketing is a form of comprehensive management for customer satisfaction, thus providing pleasure, experience and satisfaction through the value and experience of brand identity, corporate brand image promotion, and diverse cultural and artistic content and new technology [2]. Modern marketing activities focus on how , products, technologies, and services can provide special emotional significance to consumers. Spatial design marketing has various different interpretations and classifications. However, all interpretations share the same underlying theoretical marketing concept: most marketing strategies are focused on human experiences, and that such experiences create awareness and memory. Notably, a repeated experience creates an identity for a particular space [3]. From the spatial marketing perspective, space can be classified as direct marketing or indirect marketing, depending on the company’s perspective on space. Direct marketing regards space as a marketing agent for consumption, and space is directly sold or rented to consumers. Key examples include apartments, studio apartments, and stores. Indirect marketing concerns space as a medium for marketing and can be classified into three large categories. First, there are production spaces used by companies to produce Land 2021, 10, x FOR PEER REVIEW 4 of 36

From the spatial marketing perspective, space can be classified as direct marketing or indirect marketing, depending on the company’s perspective on space. Direct market- ing regards space as a marketing agent for consumption, and space is directly sold or rented to consumers. Key examples include apartments, studio apartments, and stores. Land 2021, 10, 716 4 of 36 Indirect marketing concerns space as a medium for marketing and can be classified into three large categories. First, there are production spaces used by companies to pro- duce goods, including factories and corporate offices. In the past, only efficient systems weregoods, considered including when factories constructing and corporate produc offices.tion spaces, In the past,but onlymodern-day efficient systemsproduction were spacesconsidered are designed when constructingto embody the production identity of spaces, the company but modern-day in the hopes production of also spacesgaining are additionaldesigned marketing to embody benefits the identity [4]. Second, of the companythere is the in theconsumer hopes ofspace, also where gaining produced additional goodsmarketing are consumed, benefits [which4]. Second, includes there shopping is the consumer malls and space, experience where stores. produced In the goods past, are consumerconsumed, spaces which were includes those where shopping the products malls and were experience displayed stores. in a Incertain the past, way consumer to pro- motespaces sales were and those deliver where goods the productseffectively, were or displayedendless sales in a talk certain was way given to promoteto induce sales con- and sumptiondeliver goods[5]. The effectively, modern-day or endlessconsumer sales space talk carries was given out spatial to induce marketing consumption by inducing [5]. The themodern-day crowd effect consumer with esthetic space spatial carries design, out spatial or by marketingprolonging by the inducing amount theof time crowd that effect a consumerwith esthetic lingers spatial in the design, space orby by designing prolonging a multicultural the amount of space. time thatThird, a consumer the consumer lingers benefitin the space space is by where designing the identity a multicultural and values space. of a Third, company the consumer are expressed, benefit or space the change is where in theconsumer identity attitude and values is directly of a company accommodat are expressed,ed [6]. A or consumer the change benefit in consumer space includes attitude is flagshipdirectly stores accommodated or corporate [6 ].exhibition A consumer halls. benefit The consumer space includes benefit flagship spaces stores are usually or corporate lo- catedexhibition in key halls.districts The of consumer big cities, benefit which spaces may arenot usuallyseem to located be efficient in key marketing districts of from big cities, a financialwhich mayperspective, not seem considering to be efficient the marketinghigh rent and from the a fact financial that not perspective, all consumer considering visits leadthe to high consumption. rent and the However, fact that it not is essential all consumer spatial visits marketing lead to for consumption. modern companies, However, in it thatis essentialit effectively spatial delivers marketing brand for identity modern and companies, provides brand in that culture it effectively to customers, delivers thus brand creatingidentity a greater and provides added value brand through culture interactio to customers,n with thus consumers creating [7]. a greaterFigure 1, added below, value is a diagramthrough that interaction summarizes with consumersthe types of [ 7space]. Figure from1, a below, marketing is a diagram perspective. that summarizesFigure 1 is reconstructedthe types of based space on from the aliterature marketing from perspective. the previously Figure introduced1 is reconstructed direct marketing based on and the indirectliterature marketing from the research previously to newly introduced classify direct types marketing of space andfrom indirect the marketing marketing perspec- research tive.to newly classify types of space from the marketing perspective.

FigureFigure 1. Types 1. Types of ofspace space from from the the marketing marketing perspective. perspective.

2.2.2.2. Principles Principles of Spatial of Spatial Design Design Marketing Marketing CompaniesCompanies that that have have successfully successfully carried carried outout spatialspatial design design marketing marketing have have seen seen their theirorganizations organizations grow grow and and their their brand brand statuses status elevatedes elevated to theto the next next . level. Eventually, Eventually, other othercompanies companies hurried hurried to furtherto further invest invest in spatialin spatial design design marketing marketing with with detailed detailed principles prin- ciplesthat that led toled the to emergencethe emergence of experts, of experts, such such as space as space creators creators and and digital digital cultural cultural space spacepsychologists. psychologists. They They carry carry out out spatial spatial design design marketing marketing according according to to the the continuously continu- ouslyevolving evolving and and advancing advancing consumer consumer styles. styles. Correspondingly, Correspondingly, related related prior prior studies studies present presentthe following the following four principles four principles for a space for a that space is unique that is andunique new, and and new, embodies and embodies the essence theof essence the brand: of the a vanguard, brand: a whichvanguard, dominates which an dominates image before an image anyone before else increases anyone theelse power in- creasesof influence; the power simplicity, of influence; which simplicity, easily and wh clearlyich easily delivers and clearly the message; delivers unexpectedness, the message; unexpectedness,surprising people surprising by going people beyond by going expectations; beyond andexpectations; topicality, and a principle topicality, that a prin- moves ciplehearts that withmoves its hearts story [ 8with]. its story [8]. 2.2.1. Vanguard The architecture or space for spatial design marketing should have a leading element that differentiates it from the rest. Only when the space can be seen as pioneering by everyone can it dominate the image, and the impact of the message contained in the space be increased [9]. It must aim to be something entirely new, not just something better. However, just because the form of the space is new does not mean that it is a vanguard. To be a vanguard means to be entirely differentiated from all others. Jack Trout said, “The Land 2021, 10, 716 5 of 36

easiest way into people’s minds is to be ‘the first’.” For successful spatial design marketing, the space must have a leading position and taste [10].

2.2.2. Simplicity Common sense is the wisdom everyone possesses. So, utilizing the communal memo- ries that everyone has as a common sense for design is a wise approach to spatial design marketing. The common-sense approach is the simplicity with which consumers can un- derstand without special experience or knowledge [11].The city, which is the living space of modern people, is very complicated and rapidly changes. Accordingly, modern people are tormented by excessive stimulation [12]. In such a society with too much communication, modern people need to simplify their minds. Therefore, simplifying complex concepts makes it easier for people to remember things without having to think too much [13].The exact concept of simplicity for spatial design marketing lies in the heart of the message be- ing conveyed. The image must be simplified so that it is easy on the eyes, while experience diversity is needed in the details [14]. If this is achieved, the tension between simplicity and diversity will allow the consumers to fully experience the space with their senses.

2.2.3. Unexpectedness Stimulation in a space greatly affects consumer behavior; it requires an impression of space that induces appropriate actions, to which unexpectedness is key [15]. An unexpected surprise must be provided amidst the simplicity. The positive experience of an unexpected surprise increases the consumers’ loyalty to the brand. The surprise is strong pleasure newness and impression yield, and this pleasure creates a positive perception of the brand [16]. Mood, emotion, and immersion are important in understanding consumer satisfaction regarding unexpectedness. Furthermore, mood, emotion, and immersion must be integrated with the identity of the business [17]. This means that the consumer must be able to emotionally empathize with the brand identity that is embodied, in an immersive, unexpected space [18]. The immersion of an unexpectedness experienced in a space has participatory, communicative, amusing, and continuous characteristics [19].

2.2.4. Topicality The main factors of topicality are everything associated with what the consumers may be interested in, from the brand story to the impression of a powerful space [20]. The important thing is that topicality should not be a marketing activity for after the space is created, but rather it should be a story that is prepared as the space is being designed [21]. There are three strategies in creating topicality: familiarity that utilizes memory nostalgia, sharing values communicated through beliefs and significance, and a sense of empathy that appeals to emotion [4]. First, memory nostalgia is connected to familiarity and friendliness, and it is a way to utilize memory images that people have in common in their daily lives, through spatial design. Sensory clues that consumers already recognize lead to intimacy and comfort, and their memories are utilized to create connections with space. Second, the sharing of values is a way to create topicality, by letting the values of business and values of consumers meet in one space. Third, empathy of emotion is a way of creating topicality through a space of remarkable exclamation, and empathy here refers to feeling a connection with the business through a spatial experience. The following table (Table2) summarizes the principles of spatial design marketing [ 8]. Land 2021, 10, 716 6 of 36

Table 2. Principles of spatial design marketing.

Strategic Element Keywords Detail

- Must dominate the image in advance and aim to be the pioneering original Vanguard Differentiation, Preference - Must be absolutely differentiated from other spaces - Space must embody vanguard location and preferences

- Utilize design common sense Common Sense, - Pursue simplicity among overflowing stimulus Simplicity Excess Stimulation, - Experience of diversity must be in the details while staying simple Various Experience - Provision of sensible and abundant space through the tension between simplicity and diversity

- Provide a surprise by stimulating space - It must be a surprise that surpasses expectation within simplicity Surprise, Mood, Emotions, - Must integrate with brand identity through mood, emotions, and Unexpectedness Immersion immersion - Immersion has participatory, communicative, amusing, and continuous characteristics

- Must be prepared as the space is being designed - Memory nostalgia: use of familiar memory images in space Memory Nostalgia, Sharing Topicality - Sharing values: the values of business meet the values of consumers Values, Empathy of Emotions in the space - Empathy of emotions: making headlines through connectivity

2.3. Characteristics of the Modern Consumer Identifying consumer characteristics holds great meaning in spatial design marketing. This is because consumer preferences reflect the social standards and maturity of the society they are a part of. Generational discord is directly reflected in the consumers’ preferences. So, while the past generation deemed product functionality and benefits as key selling points, modern consumers consider their unique relationship with a product to be more important [22]. Compared to the past generation, modern consumers are often known to be more temperamental, less loyal, more self-absorbed, more socially aware, and more experience-oriented [23]. In other words, the characteristics of modern consumers can be defined by the six factors given below. Modern consumer characteristics can be represented by saturation of information, the preciousness of everyday life, being experience-oriented, the consumption of culture, and emotional solidarity. Thus, modern consumers have begun to more passionately express their identities and have started searching within the saturated information of the internet via smartphones for brands that have emotional solidarity and are able to represent the culture that the consumers consume. Furthermore, living in the era of emotional consumption, modern consumers prefer locations and brands that create a sense of the preciousness of their everyday lives. They consider the inherent value of cultural consumption from the act of purchasing objects as important and prefer to enjoy various experiences that tell a robust story through the interaction between space, brand, and consumer. As such, when it comes to spatial design marketing, the characteristics of modern consumers are critical and meaningful. Accordingly, this study has derived six characteristics of modern consumers based on preliminary studies, much like that which is presented below in Figure2. Figure2 is reconstructed, based on detailed literature for each feature, to derive the characteristics of the modern consumer. Land 2021, 10, 716 7 of 36 Land 2021, 10, x FOR PEER REVIEW 7 of 36

FigureFigure 2.2. CharacteristicsCharacteristics ofof thethe modernmodern consumer.consumer.

2.3.1.2.3.1. Saturation ofof InformationInformation TheThe adventadvent ofof thethe smartphonesmartphone acceleratedaccelerated thethe developmentdevelopment ofof alreadyalready fast-growingfast-growing informationinformation technology technology (IT). (IT). In In the the midst midst of ofsuch such saturated saturated information, information, modern modern consum- con- sumers’ers’ sensibilities sensibilities became became more more meticulous meticulous and anddiverse diverse [24]. [ 24Additionally,]. Additionally, consumers’ consumers’ ac- accumulatedcumulated experiences experiences of of choice choice have have highly highly developed developed their their ability ability to compare productsproducts andand strengthenedstrengthened theirtheir sensibilities,sensibilities, ultimatelyultimately renderingrendering modernmodern consumersconsumers eveneven moremore particularparticular andand sensitive sensitive [ 25[25].]. Thanks Thanks to to this this effect, effect, businesses businesses have have become become able able to focusto focus on marketingon marketing that that is more is more intuitive intuitive and and emotional emotional toward toward consumers, consumers, leading leading to theto the shift shift in focusin focus toward toward spatial spatial design. design. 2.3.2. Preciousness of Everyday Life 2.3.2. Preciousness of Everyday Life The way modern consumers live in an overly competitive world and the meaning The way modern consumers live in an overly competitive world and the meaning of of happiness in a society full of uncertainty and insecurity are becoming diverse [26]. happiness in a society full of uncertainty and insecurity are becoming diverse [26]. Mod- Modern consumers tend to focus more on their current happiness, rather than investing ern consumers tend to focus more on their current happiness, rather than investing in a in a successful future [27]. Following shortened work hours and increased leisure time, successful future [27]. Following shortened work hours and increased leisure time, mod- modern consumers search for practical happiness by consuming the products of their ern consumers search for practical happiness by consuming the products of their prefer- preference or traveling the world to expand their lives [28]. Modern consumers consider ence or traveling the world to expand their lives [28]. Modern consumers consider mo- moments of their everyday lives to be important and find various and frequent happiness, ments of their everyday lives to be important and find various and frequent happiness, not in the standards set by society, but in ones they set for themselves. Therefore, to fulfill theirnot in happiness the standards within set their by society, everyday but lives, in ones they they comfortably set for themselves. consume. Therefore, to fulfill their happiness within their everyday lives, they comfortably consume. 2.3.3. Expression of Identity 2.3.3. Expression of Identity Modern consumers satisfy their needs and show their identity and position in society throughModern consumption consumers [29 satisfy]. Upon their finding needs a and brand show that their reflects identity their and identity, position they in interact society withthrough the consumption brand by consuming [29]. Upon and finding sharing a brand it [28 that]. Going reflects further, their id theyentity, reinforce they interact their self-perceptionwith the brand by consuming and their sharing own image it [28]. as Going it is reflected further, by they the reinforce brand. The their act self- of consumptionperception by regarding consuming modern their own consumers image as is notit is onlyreflected the consumption by the brand. of The commodities act of con- butsumption also a meansregarding of self-expression. modern consumers is not only the consumption of commodities but also a means of self-expression. 2.3.4. Experience Oriented 2.3.4.When Experience consuming, Oriented modern consumers eagerly and adventurously visit spaces to experienceWhen aconsuming, brand first-hand modern [ 30consumers]. Spaces eagerl are morey and preferred adventurously if they visit provide spaces diverse to ex- experiencesperience a brand of the first-hand five senses [30]. of Spaces sight, smell,are more hearing, preferred taste, if they and touchprovide [31 diverse]. From expe- the marketingriences of the perspective, five senses where of sight, businesses smell, he havearing, to taste, create and consumer-to-product touch [31]. From the experiences marketing toperspective, accelerate thewhere success businesses of their have marketing, to create new consumer-to-product experiences are not experiences automatically to createdacceler- duringate the success the process of their of reacting marketing, to thenew stimulus experiences but areare inducednot automatically through thecreated businesses’ during marketingthe process activities of reacting [32 to]. the Through stimulus such but bountiful are induced experiences, through the the businesses’ product, space, marketing and brandactivities are [32]. able Through to establish such a robustbountiful and experien loyal relationshipces, the product, with the space, consumer. and brand are able to establish a robust and loyal relationship with the consumer.

Land 2021, 10, 716 8 of 36

2.3.5. Consumption of Culture To modern consumers, consumption does not merely refer to physical consumption. Consumption in modern society does not simply refer to the need for the consumption of physical things but also embraces emotional and cultural consumption. It has become an important means that brings about modern consumers’ consciousness and identity [33]. Canadian scholar Grant McCracken [34] prefaced that there are unique cultural elements included in products and defined a brand as a guarantee of “cultural meaning” for a product. Thus, McCracken claims that businesses not only sell products but also sell the cultural meaning behind the brand to spread the cultural meaning to the consumer, in hopes of sharing a homogeneous culture [35]. As such, modern consumers consume the product as well as the cultural meaning embedded within the product.

2.3.6. Emotional Solidarity Modern consumers avoid one-dimensional consumption that ends at the point of consumption [36]. They prefer to consume products of the best value that generate new values. Although such consumption indicates no more than a personal meaning, modern consumers seek to project and expand their values via the meanings granted through societal connections [26]. In other words, value consumption as sought out by modern consumers is the consumption of an emotional solidarity that focuses on sustainability and social values, steering away from blind consumption [37]. They look for businesses that respect various values, such as sustainable environmental values regarding the disposal of products, local social values that merge harmoniously without disrupting local culture, and the human rights values that respect human rights and do not discriminate against race, wishing to establish emotional solidarity with them. Through such consumption, they express the social values they seek while indirectly taking part in such roles.

3. Coffee Franchises from the Spatial Design Marketing Perspective 3.1. The Development of the Modern Coffee Industry and Global Coffee Franchises In the 20th century, coffee shops have developed into franchises, as the concept of capital got added to that of [38]. The values of the coffee market were influenced by the definition set forth by the Specialty Coffee Association of America (SCAA) regarding the “first wave of coffee” to the “third wave of coffee” [39]. The first wave of coffee is the history of . The first wave of American coffee culture occurred in the 19th century, when and became house- hold brands, appearing on all American tables. Instant coffee could be mass-produced because of its ease of processing and packaging, and the vacuum-packaging technology discovered by R.W. Hills in 1900 revolutionized the instant coffee culture. The technology of extracting, freeze-drying, and vacuum-packaging coffee allowed consumers to enjoy coffee anytime and anywhere without separate brewing appliances. The “second wave of coffee” spread with the advent of Starbucks. American con- sumers were becoming increasingly weary of cheap and low-priced coffee, while the dislike of traditional instant coffee was becoming more prominent. Based in Seattle, Washington, Starbucks began as a coffee shop in 1971 and responded to the demands of consumers by selling fresh coffee beans with information such as the origin of the coffee and the date of manufacture [40]. Along with the machine, invented in the early 1990s, Starbucks was inspired by Italy’s long history of café culture and presented its own version of coffee culture and that of “a third space” to consumers ([41]. Retrieved 30 July 2017).Subsequently, consumers could now drink coffee in a space called a “café”; specifically, the coffee was not old, but instead made with freshly pulled espresso. Notably, other Starbucks-inspired coffee brands and franchises began to emerge [42], and this led to the expansion of the movement through espresso variations and local label , such as Starbucks’ Grand Decaffeinated [43]. Starbucks has franchise stores all around the world. Following its motto of “a place that sells space, not coffee,” its culture is spread through its spaces and is loved by people Land 2021, 10, 716 9 of 36

everywhere [44]. As of 2019, Starbucks had opened 32,210 stores in about 80 countries; accordingly, its sales are still steadily increasing. Starbucks’ sales for the 2019 fiscal year (October 2018 through September 2019) amounted to USD 26.5 billion (KRW 3.01411 trillion). This figure is 7% higher than the previous year’s USD 24.7 billion [45]. However, Starbucks’ advancements did not stop here. To overcome the limitations of the second wave of the coffee industry, Starbucks recently launched its Starbucks Reserve Roastery stores, hoping to expand to the third wave of coffee [46]. The third wave of coffee emerged from the desire for high-end coffee by coffee lovers who grew bored of the taste of standardized coffee [47]. At the heart of the third wave of coffee is the category known as “specialty” [48]. Since the establishment of the American Specialty Coffee Association in 1982, there have been assessments to rate the quality of coffee by adopting certain criteria of objectifying coffee quality [49]. This sparked the emergence of special to satisfy the demand for special, high-quality coffee from coffee lovers. They personally visit cultivation sites and check the coffee cultivation process that suits individual preferences [50]. Moving forward from the second wave of coffee, which strove to produce fast and average coffee, it is slowing down in pace to strive for slower coffee, to bring out its natural taste and flavor. The Company is the representative brand of the third wave of coffee [51]. Blue Bottle Coffee is by far the leader of the premium coffee shops of the third wave of coffee movement. Others include Intelligentsia Coffee, Stumptown Coffee, and La Colombe Coffee. Blue Bottle pursues extreme coffee quality, and the space of the coffee shop is organized to help consumers solely focus on the taste of the coffee [52]. By drastically excluding factors that may interfere with coffee appreciation and designing the space in a minimalistic , more Blue Bottle fanatics are being created. Currently, there are about 100 Blue Bottle shops worldwide, with their total sales in 2018 reaching 100 billion Korean won (KRW). At the time, Nestlé acquired a 68% share in Blue Bottle for about USD 425 million (approx. KRW 480 billion) in 2017, while the market value was known to be approximately KRW 700 billion. Having a market value of KRW 700 billion with only 100 shops confirms the strong status of Blue Bottle [53].

3.2. The Relationshipbetween Spatial Design Marketing and Coffee Franchises Following the development of culture and the deepening of consumer knowledge, consumption patterns in modern society also develop and evolve. Modern consumers do not simply consume by weighing efficiency and functionality, as they take a step further to consume culture and pursue value. The ever-increasing pace of life and the emotional deficiency of repetitive daily routines only further deepen this phenomenon. This in turn diversifies and personalizes consumption, leading to an era of emotional consumption in which people deem emotional values more important than functional values [54]. Following this trend, businesses are rushing to attract consumers’ vitality through spatial design and to be chosen by consumers. Businesses that carry out spatial design marketing are adopting their own emotional for emotional differentiation as a key concept of spatial design marketing. Through the positioning and robust storytelling of emotional design, spaces are given meaning, capturing the hearts of consumers with the heightened value of space. Soon, the prevalence of spatial marketing continued to coffee shops. More coffee shops are successfully imple- menting emotional designs, yielding effective spatial marketing, and a new term—“café tour”—has emerged following the culture of searching for coffee shops that satisfy the emotional and cultural consumption needs of consumers. Consumers with an innate desire for emotional diversity are hoping to experience and exchange emotions with unique coffee shops, with which they can identify their lifestyle, and that are different from standardized and planned coffee shops or large coffee franchises [55]. The advent of the third wave of coffee has amplified such change. Large coffee franchises have also designed spatial marketing to not only increase sales but also establish brand identity and a variety of values. New types of coffee shops have steered away from the traditional sense of the Land 2021, 10, 716 10 of 36

space as a medium and have become a new type of space representing individual values and expressing individuality. As the importance of space became more evident, the recent trend of coffee shops is looking at spatial design in different ways. Judging that having high-quality coffee alone would make it difficult to survive in an ever more sophisticated coffee industry, coffee shops look for and develop various features for effective spatial design marketing methods, such as brand identity, the meaning behind a location, and the direction in which to go forward. Coffee shops with fitting spatial design marketing methods have a more distinct brand identity, highlight the esthetics of the space, and provide consumers with a plethora of rich experiences. Given this, a synergy with high-quality coffee is created, thus strengthening the brand of successful coffee shops. When it comes to coffee shops, spatial design marketing is becoming ever more essential and important.

3.3. Elements of Spatial Design Marketing of Coffee Franchises The role of emotional design within spatial design is to identify a human’s most basic needs as well as those needs that are difficult to directly express, and then apply them in the design to fulfill people’s emotional needs and create a psychological sensation [56]. The coffee shops must effectively provide modern consumers with a space created by emotional design to express brand identity, thereby presenting the consumers with a space that fits their lifestyles and satisfies their needs. As can be seen in Table3, based on the analysis of prior studies and the characteristics of modern consumers mentioned in Section 2.3, the following six elements of spatial design marketing were identified: structural, harmonic, identity, solidarity, developmental, and experiential. These elements will be explained through examples of Korean and foreign coffee shops.

Table 3. Elements of spatial marketing based on an analysis of prior studies.

Keywords Derived from Analysis of Prior Studies Element of Spatial Design Marketing Spatial aspect: spatial element, associated image Environmental aspect: differentiated external appearance Fundamental element: image, color, form Structural Element Functional characteristics: functionality, durability, usability Spatial characteristics: location, local connections, exterior and Expressive element: original, entertainment, popular, commercial Emotional element: creating a story, a space that stimulates emotions Developmental Element Cognitive experience: unique experience, positive brand perception Stimulation of 5 senses: surrealism, informativeness Behavioral experience: creation of lifestyle and brand loyalty Cultural element: culture, emotions, value, experience Identity Element Marketing characteristics: branding, experience, storytelling, and identity Economic characteristics: identity, efficiency, applicability Environmental characteristics: saving resources, regeneration, and eco-friendly Value: convenience, culture Solidarity Element Formative characteristics: storytelling, esthetics, and location Differentiation: organic vitality, accessibility Experience: connectivity, interactivity Experiential Element Sensory experience: stimulation of the five senses, esthetic pleasure Experience: connectivity, interactivity Relational experience: interaction, community formation, emotional exchange Harmonious Element Spatial characteristics: location, local connections, exterior and interior design Social characteristics: regional context, ethics, correlation Land 2021, 10, x FOR PEER REVIEW 11 of 36 Land 2021, 10, x FOR PEER REVIEW 11 of 36 Land 2021, 10, 716 11 of 36

3.3.1. Structural Element 3.3.1. Structural Element 3.3.1.The Structural structural Element elements of a coffee shop are the architectural and decorative elements The structural elements of a coffee shop are the architectural and decorative elements that Themake structural up a space, elements such ofas athe coffee outer shop walls, are thecolumns, architectural movable and furniture, decorative lights, elements and that make up a space, such as the outer walls, columns, movable furniture, lights, and thatobjects. make Such up spatial a space, design such marketing as the outer elemen walls,ts columns,can induce movable a sense of furniture, expansion lights, and andpsy- objects. Such spatial design marketing elements can induce a sense of expansion and psy- objects.chological Such freedom spatial in design consumers, marketing and can elements grant psychological can induce a comfort sense of and expansion spatial anduni- chological freedom in consumers, and can grant psychological comfort and spatial uni- psychologicalformity by designing freedom a space in consumers, using various and cancomposition grant psychological methods and comfort materials and (Table spatial 4, formity by designing a space using various composition methods and materials (Table 4, uniformityFigures 3 and by designing4). a space using various composition methods and materials (Table4 , FiguresFigures3 3and and4). 4). Table 4. Examples of coffee shops’ spatial design marketing associated with structural elements. Table 4. Examples of coffee shops’ spatial design marketing associated with structural elements. Table 4. Examples of coffee shops’ spatial design marketing associated with structural elements. Coffee Shop Spatial Design Marketing Value Coffee Shop Spatial Design Marketing Value Coffee ShopThis utilizes the curtain-wall Spatial Design and Marketing inner sections Value (curved Louverwall (2016, Gyeonggi This utilizes the curtain-wall and inner sections (curved Louverwall (2016, Gyeonggi walls) and optimizesThis utilizes louver the curtain-wall installation and angles inner sectionsto max- Louverwall (2016, Gyeonggi Province,walls) and optimizes louver installation angles to max- Province, South Korea) (curved walls) and optimizes louver Province, SouthSouth Korea) imize its lighting. installationimize angles its lighting. to maximize its lighting. To rebrand Sacher Park as a modern and energetic city, Sacher Park Cafe (2018, Jerusa- To rebrand Sacher Park as a modern and energetic city, Sacher Park Cafe (2018, Jerusa- an open space Towas rebrand built and Sacher then Park covered as a modern with anda circu- Sacher Parklem, Cafe Israel) (2018, [57] Jerusalem, Israel)an open [57] spaceenergetic was built city, and an openthen spacecovered was with built a and circu- lem, Israel) [57] lar roof. then coveredlar roof. with a circular roof.

Figure 3. Louverwall (2016, Gyeonggi Province, Korea). FigureFigure 3. 3.Louverwall Louverwall (2016,(2016, GyeonggiGyeonggi Province, Province, Korea). Korea).

Figure 4. Sacher Park Cafe (2018, Jerusalem, Israel) [57]. FigureFigure 4. 4.Sacher Sacher ParkPark CafeCafe (2018, (2018, Jerusalem, Jerusalem, Israel) Israel) [ 57[57].]. 3.3.2. Harmonious Element 3.3.2.3.3.2. HarmoniousHarmonious ElementElement A unique external appearance is one strategic element of spatial design marketing, AA uniqueunique externalexternal appearanceappearance isis oneone strategicstrategic elementelement ofof spatialspatial designdesign marketing,marketing, but it is also important that it be aligned with the regional context. If the space clashes butbut it it is is also also important important that that it beit alignedbe aligned with wi theth regionalthe regional context. context. If the If space the space clashes clashes with with the surrounding elements, heterogeneity is created in the space, which may nega- thewith surrounding the surrounding elements, elements, heterogeneity heterogeneity is created is created in the in space, the space, which which may negativelymay nega- tively influence consumers as it goes against the region’s social values. Coffee shops must influencetively influence consumers consumers as it goes as againstit goes against the region’s the region’s social values. social Coffeevalues. shops Coffee must shops always must Land 2021,, 10,, xx FORFOR PEERPEER REVIEWREVIEW 12 of 36 Land 2021, 10, 716 12 of 36

always take into consideration such harmonious elements when choosing and then de- takesigning into a considerationspace (Table 5, such Figures harmonious 5 and 6). elements when choosing and then designing a space (Table5, Figures5 and6). Table 5. Examples of coffee shops’ spatial design marketing associated with harmonious elements. Table 5. Examples of coffee shops’ spatial design marketing associated with harmonious elements. Coffee Shop Spatial Design Marketing Value Coffee ShopThis coffee shop Spatial remodeled Design a Marketing warehouse, Value which cre- Onion (2016, Seoul, South Ko- ated harmonyThis coffee with shopthe surrounding remodeled a warehouse, factory neighbor- which rea) Onion (2016, Seoul, South Korea) createdhood and harmony architectural with the emptiness. surrounding factory Barley-coveredneighborhood entrance, andwooded-effect architectural lobby emptiness. interior, Ad Lib, Bangkok (2014, Bang- Barley-covered entrance, wooded-effect lobby interior, Ad Lib, Bangkok (2014, Bang- and vine-coveredBarley-covered walls are entrance, in harmony wooded-effect with Bangkok’s lobby kok, Thailand) and vine-covered walls are in harmony with Bangkok’s Ad Lib, Bangkokkok, Thailand) (2014, Bangkok, Thailand) interior, andsurrounding vine-covered forest. walls are in harmony withsurrounding Bangkok’s surrounding forest. forest.

FigureFigure 5.5. OnionOnion (2016,(2016, Seoul,Seoul, Korea).Korea).

Figure 6. Ad Lib, Bangkok (2014, Bangkok, Thailand). FigureFigure 6.6. AdAd Lib,Lib, BangkokBangkok (2014,(2014, Bangkok,Bangkok, Thailand).Thailand).

3.3.3.3.3.3. IdentityIdentity ElementElement ModernModern consumersconsumers areare usedused toto expressingexpressing theirtheir identity.identity. TheyThey expressexpress theirtheir desiresdesires byby showingshowing theirtheir dispositionsdispositions throughthrough voicingvoicing theirtheir opinionsopinions onon socialsocial platformsplatforms oror otherother personalpersonal spaces, while while further further strengthening strengthening their their own own disposition. disposition. Therefore, Therefore, when when mod- modernern consumers consumers find a find brand a brand that is that similar is similar to their to orientation, their orientation, they become they become loyal to loyal that tobrand. that brand.Key examples Key examples are flagship are flagship stores or stores pop-up or pop-upstores that stores show that the show brand’s the brand’sidentity identityinin thethe space,space, in the arrangingarranging space, arranging aa directdirect ameetingmeeting direct meeting bebetween between the brand the and brand the and consumers. the consumers. Coffee Coffeeshops need shops to need place to various place various branding branding elements elements throughout throughout the space the to space convey to convey brand brandvalue to value the toconsumers the consumers (Table (Table 6, Figures6, Figures 7 and7 8).and 8).

TableTable 6.6. ExamplesExamples ofof coffeecoffee shops’shops’ spatialspatial design design marketing marketing associated associated with withthe thetheidentity identityidentity element. element.element.

CoffeeCoffee Shop Shop Spatial Spatial Design Design Marketing Marketing Value Value In the Mass (2018, Seoul, ThisThis minimal minimal space space is is vitalized vitalized byanbyan orangeorange color color that that In the Mass (2018, Seoul, South South Korea) feelsfeels friendly, friendly, andand a a fancy fancy logo logo gives gives it a it sense a sense of intimacy. of inti- Korea) In using a place visited bymacy. artists and intellectuals in the past as itsIn identity,using a itplace provides visited consumers by artists with and a feeling of CafCaféé de de Flore Flore (1887, (1887, Paris, Paris, France) participationintellectualsintellectuals in that in particularin thethe pastpast culture asas itsits justidentity,identity, by being itit in the France) same space. provides consumers with a feeling of Land 2021, 10, x FOR PEER REVIEW 13 of 36

LandLand 20212021,, 1010,, xx FORFOR PEERPEER REVIEWREVIEW 1313 ofof 3636

participation in that particular culture just by being in the same space. Land 2021, 10, 716 participationparticipation inin thatthat particularparticular cultureculture justjust byby beingbeing13 of inin 36

thethe samesame space.space.

Figure 7. In the Mass (2018, Seoul, Korea). FigureFigureFigure 7.7.7. In InIn thethethe MassMassMass (2018,(2018,(2018, Seoul,Seoul,Seoul, Korea).Korea).Korea).

Figure 8. Café de Flore (1887, Paris, France). FigureFigure 8.8. CaféCafé dede FloreFlore (1887,(1887, Paris,Paris, France).France). Figure3.3.4. Solidarity 8. Café de FloreElement (1887, Paris, France). 3.3.4.3.3.4.3.3.4.Modern SolidaritySolidarity consumers ElementElement no longer blindly spend their money. They each pursue their own social values that fit with their beliefs, and find brands that pursue the same values ModernModernModern consumers consumersconsumers no nono longer longerlonger blindly blindlyblindly spend spendspend their theirtheir money. money.money. They TheyThey each eacheach pursue pursuepursue their owntheirtheir as theirs, which empowers that brand by associating themselves with brand value. Mod- socialownown socialsocial values valuesvalues that fitthatthat with fitfit withwith their theirtheir beliefs, beliefs,beliefs, and and findand findfind brands brandsbrands that thatthat pursue pursuepursue the the samethe samesame values valuesvalues as ern consumers have begun to think more deeply about and show their social activities theirs,asas theirs,theirs, which whichwhich empowers empowersempowers that thatthat brand brandbrand by by associatingby associatingassociating themselves themselvesthemselves with withwith brand brandbrand value. value.value. Modern Mod-Mod- more than ever before, which at times leads to situations that are directly connected to consumersernern consumersconsumers have havehave begun begunbegun to think toto thinkthink more moremore deeply deeplydeeply about aboutabout and show andand show theirshow social theirtheir social activitiessocial activitiesactivities more sales (Table 7, Figures 9 and 10). thanmoremore ever thanthan before, everever before,before, which whichwhich at times atat times leadstimes toleadsleads situations toto situationssituations that are thatthat directly areare directlydirectly connected connectedconnected to sales toto (Tablesalessales (Table7(Table, Figures 7,7, FiguresFigures9 and 10 99 ). andand 10).10). Table 7. Examples of coffee shops’ spatial design marketing associated with the solidarity element.

TableTableTable 7. 7.7. Examples ExamplesExamplesCoffee of ofofShop coffee coffeecoffee shops’ shops’shops’ spatial spatialspatial design designdesign marketing Spatialmarketmarketinging Designassociated associatedassociated Marketingwith withwiththe thethe solidarity Value solidaritysolidarity element. element.element. Aims to be a coffee shop free of disposables, operating Earth Us (2017,CoffeeCoffeeCoffee Seoul, ShopShop Shop South Ko- Spatial Spatial Spatial DesignDesign Design MarketingMarketing Marketing Value Value under the motto of “What we do for the Earth and for rea) AimsAimsAims toto bebe to a bea coffeecoffee a coffee shopshop shop frfr freeeeee ofof of disposables,disposables, disposables, operating operatingoperating EarthEarth UsUs (2017,(2017, Seoul,Seoul, SouthSouth Ko-Ko- us is for our own good.” Earth Us (2017, Seoul, South Korea) underunderunder thethe the mottomotto motto ofof of “What“What “What wewe do dodo for forfor the thethe Earth EarthEarth and andand for for usfor rea)rea) This wasusus a is isremodelingis forfor for our our ownown of good.” good.” good.”an old bicycle warehouse, and was designed by mixing only soil, rice Café Slow (2001, Tokyo, ThisThisThis was a waswas remodeling aa remodelingremodeling of an old ofof bicycle anan oldold warehouse, bicyclebicycle and straws,was designedand natural by mixing materials only for soil, the rice walls straws, and and the Japan) [58] warehouse,warehouse, andand waswas designeddesigned byby mixingmixing onlyonly soil,soil, ricerice CafCaféCaféé Slow SlowSlow (2001, (2001,(2001, Tokyo, Tokyo,Tokyo, Japan) [58] floor.natural It aims materials to be fora soci theal walls coffee and shop, the floor. with It organic aims to straws,straws, andand naturalnatural materialsmaterials forfor thethe wallswalls andand thethe Japan)Japan) [58][58] coffeebe a social and coffeehandmade shop, with wooden organic furniture. coffee and floor.floor. ItIt aimsaims totohandmade bebe aa socisoci woodenalal coffeecoffee furniture. shop,shop, withwith organicorganic

coffeecoffee andand handmadehandmade woodenwooden furniture.furniture.

Figure 9. Earth Us (2017, Seoul, Korea). Land 2021, 10, x FOR PEER REVIEW 14 of 36 Land 2021, 10, x FOR PEER REVIEW 14 of 36

Figure 9. Earth Us (2017, Seoul, Korea). Land 2021, 10, x FOR PEER REVIEW Figure 9. Earth Us (2017, Seoul, Korea). 14 of 36

Land 2021, 10, 716 14 of 36

Figure 9. Earth Us (2017, Seoul, Korea).

. . Figure 10. Café Slow (2001, Tokyo, Japan). Figure 10. Café Slow (2001, Tokyo, Japan). 3.3.5. Developmental Element 3.3.5. Developmental Element The developmental element is there to give a space a story. Effective storytelling, FigureFigurethroughThe 10.10. the CafCafédevelopmental developmenté Slow (2001, Tokyo,Tokyo, elementof a theme Japan).Japan). is uniquethere to to give the brand,a space can a story.intuitively Effective remind storytelling, consum- through the development of a theme unique to the brand, can intuitively remind consum- 3.3.5.ers of Developmentalthe brand identity Element and breathe life into a space, so that it is immediately incorpo- 3rateders.3.5. of Developmentalinto the thebrand memory identity Element of theand consumers breathe life (Table into a8, space, Figures so 11 that and it 12).is immediately incorpo- ratedTheThe into developmentaldevelopmental the memory of element the consumers is there (Table toto givegive 8, aFiguresa spacespace a11a story. story.and 12). EffectiveEffective storytelling,storytelling, throughTablethrough 8. Examples thethe developmentdevelopment of coffee ofshops’ of a a theme theme spatial unique unique design to tomarketing the the brand, brand, associated can can intuitively intuitively with the remind reminddevelopmental consumers consum- el- ofement.ersTable the of brand the8. Examples brand identity identity of coffee and and breatheshops’ breathe spatial life intolife design into a space, marketing a space, so that soassociated itthat is immediatelyit iswith immediately the developmental incorporated incorpo- el- ement. intorated the into memory the memory of the of consumers the consumers (Table 8(Table, Figures 8, Figures 11 and 1112 ).and 12). Coffee Shop Spatial Design Marketing Value Coffee Shop Spatial Design Marketing Value Table 8. Examples of coffee shops’ spatial designAn marketing overall storytelling associated with formation, the developmental with all element. TableMaxim 8. ExamPlantples (2018, of coffee Seoul, s hops’South spatial designAn overall marketing storytelling associated formation, with the developme with all ntal el- emeMaximnt. Plant (2018, Seoul, South the floors (B2 to 3rd floor)summarily designed to be a Korea)Coffee [59] Shopthe floors (B2 to 3rd Spatial floor)summarily Design Marketing designed Value to be a Korea) [59] cultural space related to coffee. Coffee Shop Spatialcultural Design space Marketingrelated to coffee. Value This featuresAn the overall story storytellingof a , formation, dressed withas a alldoctor, the ToranomonMaxim Plant Koffee (2018, (2014, Seoul, Tokyo, South Korea) This [ 59featuresAn] overallfloors the storytellingstory (B2 to of 3rd a floor)barista, formation, summarily dressed with designed as all a doctor, to MaximToranomon Plant Koffee (2018, (2014,Seoul, Tokyo,South diagnosing coffee to consumers in a modern, square Japan) thediagnosing floors (B2 coffee to be3rd ato floor)summarily cultural consumers space relatedin a designedmodern, to coffee. squareto be a Korea)Japan) [59] box-shaped store. culturalThis featuresbox-shaped space the related story store. of to a barista,coffee. dressed as a Toranomon Koffee (2014, Tokyo,This Japan) features doctor,the story diagnosing of a barista, coffee dressed to consumers as a doctor, in a

Toranomon Koffee (2014, Tokyo, modern, square box-shaped store.

diagnosing coffee to consumers in a modern, square Japan) box-shaped store.

FigureFigure 11.11. Maxim Plant (2018, Seoul, Korea).Korea). Figure 11. Maxim Plant (2018, Seoul, Korea).

Figure 11. Maxim Plant (2018, Seoul, Korea).

FigureFigure 12.12. ToranomonKoffee (2014,(2014, Tokyo,Tokyo, Japan).Japan). Figure 12. ToranomonKoffee (2014, Tokyo, Japan). 3.3.6.3.3.6. Experiential Element 3.3.6. Experiential Element ModernModern consumersconsumers areare notnot reluctantreluctant toto experienceexperience aa newnew space.space. TheyThey personallypersonally visitvisit aaFigure spacespaceModern 12. inin Tora orderorder nomonKoffeeconsumers toto bebe ableable are to(2014,to not activelyactively Tokyo,reluctant experienceexperience Japan). to experience it.it. SpatialSpatial a new marketingmarketing space. They thatthat personally stimulatesstimulates visitthethe fivea space senses in order is effective to be able for consumers, to actively experience approaching it. themSpatial in marketing a different that yet stimulates colorful way. the Each3.3.6. visitExperiential will be remembered Element for a long time by consumers, because memory through the five sensesModern is directlyconsumers linked are tonot the reluctant uniqueness to experience of the product a new (Tablespace.9 They, Figures personally 13 and 14visit). a space in order to be able to actively experience it. Spatial marketing that stimulates the LandLand 20212021,, 1010,, xx FORFOR PEERPEER REVIEWREVIEW 1515 ofof 3636

fivefive sensessenses isis effectiveeffective forfor consumers,consumers, approaapproachingching themthem inin aa differentdifferent yetyet colorfulcolorful way.way. EachEach visitvisit willwill bebe rememberedremembered forfor aa longlong timetime byby consumers,consumers, bebecausecause memorymemory throughthrough thethe fivefive sensessenses isis directlydirectly linkedlinked toto thethe uniqueuniquenessness ofof thethe productproduct (Table(Table 9,9, FiguresFigures 1313 andand 14). Land 2021, 10, 716 14). 15 of 36

TableTable 9.9. ExamplesExamples ofof coffeecoffee shops’shops’ spatialspatial designdesign markmarketingeting associatedassociated withwith thethe experientialexperiential ele-ele- ment.ment. Table 9. Examples of coffee shops’ spatial design marketing associated with the experiential element. CoffeeCoffee ShopShop Spatial Spatial DesignDesign MarketingMarketing ValueValue Coffee ShopConsumersConsumers maymay selectselect Spatial thethe Design teatea byby Marketing personallypersonally Value seeingseeing andand TeaTea CollectiveCollective (2016,(2016, Seoul,Seoul, smellingsmellingConsumers thethe may tea,tea, selectandand areare the givengiven tea by aa personally SouthSouth Korea)Korea) personalpersonal experienceexperienceseeing and byby smellingmakingmaking thetheirtheir tea, choicechoice and are ofof given teatea rightright a Tea Collective (2016, Seoul, South Korea) personalinin experience frontfront ofof them.them. by making their choice of All decorations and propstea right in the in front shop of were them. made with Makers CAFE (2014, All decorations and props in the shop were made with Makers CAFE (2014, All decorations and props in the shop were Makers CAFE (2014, London, Unitedaa 3D3D printer.printer. ConsumersConsumers alsoalso havehave thethe chancechance toto experi-experi- London,London, UnitedUnited Kingdom)Kingdom) [60][60] made with a 3D printer. Consumers also have Kingdom) [60] enceence thethe 3D3D printer.printer. the chance to experience the 3D printer.

FigureFigureFigure 13. 13.13. Tea TeaTea Collective CollectiveCollective (2016, (2016,(2016, Seoul, Seoul,Seoul, Korea). Korea).Korea).

Figure 14. Makers CAFE (2014, London, UK). FigureFigure 14. 14.Makers Makers CAFECAFE (2014, (2014, London, London, UK). UK).

4.4.4. SpatialSpatialSpatial DesignDesignDesign MarketingMarketingMarketing Strategies StrategiesStrategies of ofof Global GlobalGlobal Coffee CoffeeCoffee Franchises FranchisesFranchises 4.1.4.1.4.1. CharacteristicsCharacteristicsCharacteristics andandand StrategiesStrategiesStrategies of ofof the thethe Spatial SpSpatialatial Design DesignDesign Marketing MarketingMarketing of ofof Coffee CoffeeCoffee Franchises FranchisesFranchises BasedBasedBased onon thethe characteristicscharacteristics characteristics ofof of modernmodern modern conscons consumersumersumers examinedexamined examined inin SectionSection in Section 33 andand3 and onon priorprior on priorstudiesstudies studies [61,62,63],[61,62,63], [61–63 thethe], thesixsix sixelemelem elementsentsents ofof spatialspatial of spatial marketingmarketing marketing ofof coffeecoffee of coffee shops—structural,shops—structural, shops—structural, har-har- harmonious,monious,monious, identity,identity, identity, solidarity,solidarity, solidarity, developmental,developmental, developmental, andand and experiential—wereexperiential—were experiential—were developeddeveloped developed andand clas-andclas- classifiedsifiedsified intointo into threethree three characteristicscharacteristics characteristics ofof spatialspatial of spatial marketing,marketing, marketing, asas shownshown as shown inin FigureFigure in Figure 3.3. StructuralStructural3. Structural andand andharmoniousharmonious harmonious elementselements elements werewere were furtherfurther further developeddeveloped developed intointo into estheticesthetic esthetic characteristics,characteristics, identityidentity andandand solidaritysolidaritysolidarity elementselementselements intointointo interactiveinteractiveinteractive characteristics,charactecharacteristics,ristics, andandand developmental developmentaldevelopmental and andand experiential experientialexperiential elementselementselements into intointo value valuevalue characteristics. characteristcharacteristics.ics. In InIn Figure FigureFigure 15 15,15,, the thethe characteristics characteristicscharacteristics of ofof modern modernmodern consumers consumersconsumers were analyzed through the relevant references given in Section 2.3. In addition, spatial werewere analyzedanalyzed throughthrough thethe relevantrelevant referencesreferences givengiven inin SectionSection 2.3.2.3. InIn addition,addition, spatialspatial marketing contents are newly derived elements from the case study concept in Section 3.3. marketingmarketing contentscontents areare newlynewly derivedderived elementselements fromfrom thethe casecase studystudy conceptconcept inin SectionSection In this process, the characteristics of spatial marketing were newly created by classifying 3.3.3.3. InIn thisthis process,process, thethe characteristicscharacteristics ofof spatialspatial marketingmarketing werewere newlynewly createdcreated byby and constructing them into esthetic, interactive, and value characteristics, as shown below. Land 2021, 10, x FOR PEER REVIEW 16 of 36

Land 2021, 10, 716 16 of 36 classifying and constructing them into esthetic, interactive, and value characteristics, as shown below.

FigureFigure 15.15. Characteristics ofof thethe spatialspatial marketingmarketing ofof coffeecoffee shops.shops.

4.1.1. Esthetic Characteristics Space, city, architecture,architecture, andand interiorinterior designdesign areare thethe mostmost influentialinfluential formsforms ofof artart inin our lives. We We work, work, shop, shop, and and practice practice religion religion everyday everyday in in these these spaces. spaces. Because Because it is it so is sotightly tightly woven woven into into our our lives lives and and very very familiar, familiar, we we tend tend to tonot not recognize recognize the the existence existence of ofsuch such space space or ornot not think think about about its its cost, cost, value value and and utility. utility. Coffee shops withwith excellentexcellent esthetic characteristics successfullysuccessfully growgrow thethe businessbusiness byby sensingsensing thethe rolerole andand importanceimportance of spacespace [[64].64]. The shopsshops areare designeddesigned asas estheticesthetic spaces,spaces, whilewhile stayingstaying truetrue toto thethe store’sstore’s individuality.individuality. To To be able toto expressexpress thethe twotwo valuesvalues ofof estheticsesthetics andand individualityindividuality well,well, structural and decorativedecorative elements must be used cleverlycleverly to designdesign aa spacespace inin variousvarious ways.ways. Esthetic characteristics represent the overall atmosphere of coffee shops,shops, andand areare thethe basicbasic elementselements ofof spacespace thatthat helphelp thethe shopshop achieveachieve itsits originaloriginal functionfunction andand purposepurpose whilewhile helpinghelping securesecure itsits connectivityconnectivity withwith thethe surroundingsurrounding neighborhood.neighborhood. It isis thethe mostmost basic and morphologicalmorphological structure thatthat safelysafely buildsbuilds thethe constructionconstruction elementselements ofof spacespace such as walls, walls, floors, floors, and and ceilings, ceilings, while while also also limiting limiting the the interior interior sections sections and and area area of the of thespace. space. It is It also is also the the decorative decorative element element th thatat fills fills interior interior spaces—such spaces—such as furniture, lighting,lighting, andand objects—andobjects—and alsoalso playsplays aa functionalfunctional role.role. SpatialSpatial architecturalarchitectural designdesign thatthat reflects esthetic characteristics controls the coffee shop’s exterior appearance or overall reflects esthetic characteristics controls the coffee shop’s exterior appearance or overall atmosphere, through such things as architectural materials or objects, so that it seamlessly atmosphere, through such things as architectural materials or objects, so that it seamlessly fits into the surrounding neighborhood and atmosphere. Furthermore, the space must be fits into the surrounding neighborhood and atmosphere. Furthermore, the space must be designed to make it fit with the surrounding environment and not violate the public nature. designed to make it fit with the surrounding environment and not violate the public Therefore, before planning the design, the local characteristics and cultures must be studied nature. Therefore, before planning the design, the local characteristics and cultures must in advance. If spatial marketing is effectively carried out using spatial characteristics, the be studied in advance. If spatial marketing is effectively carried out using spatial identity of the space will be created, and spatial marketing could further become a means characteristics, the identity of the space will be created, and spatial marketing could to gain an identity (context) for the region. further become a means to gain an identity (context) for the region. 4.1.2. Interactive Characteristics 4.1.2. Interactive Characteristics Consumers value exchanges with brands; moreover, this is the same with regard to coffeeConsumers shops. When value a consumer exchanges is drinkingwith brands; a coffee more product,over, this they is the are same also consuming with regard and to participatingcoffee shops. When in that a brand’s consumer identity is drinking and the a coffee social product, value it they pursues. are also That consuming is why coffee and shopsparticipating have their in that brand’s brand’s iconic identity logo in and the main the social area of value the store, it pursues. or printed That on is the why take-out coffee coffeeshops cups,have their and promotebrand’s iconic the social logo value in the they main pursue. area of Brand the store, identity or printed refers on to athe unique take- “unifiedout coffee image” cups, thatand describes promote athe brand. social This valu ise then they embodied pursue. Brand in the brand’sidentity philosophy, refers to a products,unique “unified and space, image” and that eventually describes delivered a brand. to This consumers. is then Theembodied delivered in the image brand’s may becomephilosophy, the brand’sproducts, strategy and space, for differentiation and eventually from delivered thousands to consumers. of competing The brandsdelivered in the world and become a key factor in increasing brand value. A key example is a flagship store, which is a space that embodies the brand identity. A flagship store for a brand that values identity is not merely a large space to showcase products, but a space that represents Land 2021, 10, 716 17 of 36

the brand’s philosophy [65]. In addition, the social values pursued by brands are placed throughout the space to be delivered to the consumers through various spatial marketing strategies, or are effectively delivered to the consumers through collaborations with brands that are well known for such social values. Interactive characteristics relate to delivering spatial marketing value through interac- tion after connecting brand value with the consumers. For coffee shops, the brand’s identity and consumers are directly connected, and interaction is possible. This characteristic is directly linked to branding—a key spatial marketing strategy—and the interaction between the brand and consumers is most important. Modern consumers are used to expressing their orientation and hope to pursue social values by developing their orientation. Thus, if they find a brand that is aligned with their orientation, the relationship with the brand will be close, and strong loyalty will be formed based on emotional solidarity. Coffee shops utilize merchandise or logos, placing related elements throughout the shop to directly and indirectly express brand identity. Additionally, coffee shops further develop their brand identity into social values by utilizing architectural materials or space organization.

4.1.3. Value Characteristics The “third space” is a recent and often-used term that was introduced by Ray Old- enburn in his book, The Great Good Place. The home was defined as the first space, the workplace or school as the second place, and the middle area that is neither the first nor second space as the third space. The third space is neither our home nor workplace, where we spend most of our time, but rather a peaceful, informal public place—a space for privacy, relaxation, and rejuvenation. Recently, as telecommuting has spread due to the COVID-19 pandemic, personal time has increased. Thus, interest in a third space that fills the gap between home and work is rapidly growing. Modern consumers are consuming a com- pany’s identity and culture through emotional solidarity with the brand in a third space. Coffee shops are becoming an omni channel where the online and offline communities coexist. Stores are more than just mere spaces to sell products. Thus, they must remind their customers of their differentiated value through spatial marketing with added culture, regardless of the size of the space, and they must design the consumers’ experience [66]. Value characteristics are most directly connected to using spatial marketing to blend brand value into space. It is very important to be consistent with the storytelling of a coffee shop’s space, or to create a positive perception of the space through the direct or indirect participation of consumers. A coffee shop that has well-applied value charac- teristics breathes life into the space, and allows the consumers to perceive the space in different ways and sees the shop’s space or products being strongly linked to consumer memory. Therefore, the atmosphere of the space must be recreated effectively, and enriched experiences must be provided to the consumers through sensory experience. It can be represented as an extended space where interaction is possible. Spatial marketing with an effective application of cognitive characteristics can have lasting and widespread effects, the purpose of which is to encourage consumers to use this space and to move them by experiencing the space. Based on the aforementioned six characteristics of modern consumers—saturation of information, treasuring daily life, expressing identity, experience orientation, consuming culture, and emotional solidarity—and the six elements of spatial marketing—structural, harmonious, identity, solidarity, developmental, and experiential—the characteristics of spatial marketing were developed and distinguished into esthetic, interaction, and value characteristics through case studies of each characteristic. From the three characteristics of spatial marketing, this study hopes to derive six spatial marketing strategies: unique design, distinct local characteristics, space of communication, creation of shared value, story composition, and space to experience through the five senses. The characteristics and strategies of spatial marketing are summarized in Table 10. Land 2021, 10, 716 18 of 36

Table 10. Spatial Design Marketing Strategies.

Spatial Design Spatial Design Details Marketing Characteristics Marketing Strategies An effective and original spatial design creates utilization as Unique design Esthetic Characteristics well as the ambiance of the space Research and traditional analysis are demanded to ensure Distinct local characteristics that the space is in harmony with the surrounding context. Consumers strongly recognize brand identity by consuming Space of communication the space as well as the product, and regard the brand and Interactive Characteristics its consumers as one. Consumers express their presence and identity by sharing Creation of shared value social values. Breathes life into the space while ingraining it into the Story composition Value Characteristics memory through repeated storytelling. Space to experience through the Induces the direct and indirect experience of consumers by five senses creating a space that stimulates all five senses.

4.2. Strategies of the Spatial Design Marketing of Global Coffee Franchises of Starbucks and Blue Bottle This study analyzed the strategies of spatial design marketing derived above, through case studies of two top coffee franchises. This primarily involved Starbucks, the representa- tive franchise of the “second wave” of coffee, and Blue Bottle, the representative franchise of the “third wave” of coffee. Notably, these two companies have most effectively carried out spatial design marketing.

4.2.1. Unique Design The exterior glass walls, which are the most used structural element by Starbucks, are a design product that reflects the preference of its primary consumers—those in their twenties and thirties—for bright places with good lighting, and their psychology and behavior patterns, in which they do not mind revealing themselves (Figure 16). Moreover, Starbucks is the only coffee shop that does not have a vibrating bell system. The usual consumer path in a coffee shop is entrance–register–seat–exit, but that is not the case for Starbucks. After you order at the register, you linger about the premises, checking out the showcased Starbucks MD products, or studying the seasonal menu that is generally displayed on the menu above the register (Figure 17). Starbucks carries out spatial marketing well as a decorative element, using mugs and furniture to strengthen the unity of the Starbucks space. Furthermore, with soft and warm lighting in the space, Starbucks creates an intimate and comfortable atmosphere, helping consumers who have come to experience the space achieve this feeling. Land 2021, 10, 716 19 of 36 Land 2021, 10, x FOR PEER REVIEW 19 of 36 Land 2021, 10, x FOR PEER REVIEW 19 of 36

Figure 16. Starbucks Beijing flagship store [67]. FigureFigure 16.16.Starbucks Starbucks BeijingBeijing flagshipflagship storestore [67[67].].

Figure 17. Starbucks’seasonal menu [68]. FigureFigure 17.17.Starbucks’seasonal Starbucks’seasonal menumenu [[68].68]. Blue Bottle began to draw attention with its “architectural emptiness” rather than BlueBlue BottleBottle beganbegan toto drawdraw attentionattention withwith itsits “architectural“architectural emptiness”emptiness” ratherrather thanthan “architectural fullness.” Although the material and furniture that make up the space differ “architectural“architectural fullness.” fullness.” Although Although the the material material and and furniture furniture that that make make up up the the space spacediffer differ for each store, the achromatic background with the striking blue logo maintains a common forfor eacheach store,store, thethe achromaticachromatic background background with with the the striking striking blue blue logo logo maintains maintains a a common common naturalness throughout its stores. For example, the unpatterned materials used for the naturalnessnaturalness throughoutthroughout itsits stores.stores. ForFor example,example, thethe unpatternedunpatterned materialsmaterials usedused forfor thethe floors are the result of pursuing such naturalness [69]. In addition, for the ultimate coffee floorsfloors areare thethe resultresultof ofpursuing pursuingsuch such naturalness naturalness [ 69[69].].In Inaddition, addition, for for the the ultimate ultimate coffee coffee taste, which is the core value of Blue Bottle, the interior space of the stores is designed as taste,taste, whichwhich isis thethe corecore valuevalue ofof BlueBlue Bottle,Bottle, thethe interiorinterior spacespace ofof thethe storesstores isis designed designed asas simply and minimally as possible. The coffee bar and register do not have any objects that simplysimply andand minimallyminimally as as possible.possible. TheThe coffeecoffee barbar andand registerregister do do not not have have any any objects objects that that interfere with the line of vision, and minimalistic furniture is used, so that the consumers interfereinterfere withwith thethe lineline ofof vision,vision, andand minimalisticminimalistic furniture furniture is is used, used, so so that that the the consumers consumers can wholly focus on the coffee itself (Figure 18). Moreover, single seats, double seats, cancan whollywholly focus focus on on the the coffee coffee itself itself (Figure (Figure 18). Moreover,18). Moreover, single single seats, doubleseats, double seats, group seats, group seats, and bar seats are prepared, so that whoever walks in feels welcome. The seats,group and seats, bar and seats bar are seats prepared, are prepared, so that whoever so that whoever walks in feelswalks welcome. in feels welcome. The different The different table heights are intriguing when seen from outside, and it is architecturally tabledifferent heights table are heights intriguing are intriguing when seen when from outside,seen from and outside, it is architecturally and it is architecturally impressive impressive as well (Figure 19). Furthermore, by maximizing the space between tables, asimpressive well (Figure as well19). (Figure Furthermore, 19). Furthermore, by maximizing by maximizing the space between the space tables, between consumers tables, consumers can focus more on tasting coffee rather than staying. The Blue Bottle store in canconsumers focus more can onfocus tasting more coffee on tasting rather coffee than staying. rather than The Bluestaying. Bottle The store Blue in Bottle Los Angeles, store in Los Angeles, California reflects these points very well. By properly utilizing the local CaliforniaLos Angeles, reflects California these points reflects very these well. points By properly very well. utilizing By properly the local utilizing sunny weather,the local sunny weather, the store is designed so that the interior can be seen through large thesunny store weather, is designed the store so that is thedesigned interior so can that be the seen interior through can large be seen windows. through It feelslarge windows. It feels comfortable, and a simple and clear flow for the consumers is set, so that comfortable,windows. It feels and acomfortable, simple and clearand a flowsimple for and the clear consumers flow for is the set, consumers so that they is intuitively set, so that they intuitively and completely understand everything about coffee. The register is also andthey completely intuitively understandand completely everything understand about ev coffee.erything The about register coffee. is also The placed register near is thealso placed near the door, so that you see the barista and feel welcomed as soon as you set foot door,placed so near that the you door, see the so baristathat you and see feel the welcomedbarista and as feel soon welcomed as you set as footsoon in as the you shop. set foot in the shop. in the shop. Land 2021, 10, 716 20 of 36 Land 2021, 10, x FOR PEER REVIEW 20 of 36 Land 2021, 10, x FOR PEER REVIEW 20 of 36

Figure 18. The minimal spatial design unique to Blue Bottle. FigureFigure 18. 18.The The minimalminimal spatialspatial design design unique unique to to Blue Blue Bottle. Bottle.

Figure 19. Blue Bottle design utilizing lighting effects through large windows [70]. FigureFigure 19. 19.Blue Blue BottleBottle designdesign utilizingutilizing lighting lighting effects effects through through large large windows windows [ 70[70].]. 4.2.2. Distinct Local Characteristics 4.2.2.4.2.2. DistinctDistinct LocalLocal CharacteristicsCharacteristics Starbucks emphasizes harmony with the local culture without losing its inherent StarbucksStarbucks emphasizesemphasizes harmonyharmony withwith thethe locallocal cultureculture withoutwithout losinglosing itsits inherentinherent identity. It is widely known that Starbucks is very particular about its design approach. A identity.identity. It It is is widely widely known known that that Starbucks Starbucks is is very very particular particular about about its its design design approach. approach. A A new store is designed by combining the standardized global interior design requirements newnew storestore is is designeddesigned by by combiningcombining the the standardizedstandardized global global interior interior design design requirements requirements set by the Starbucks headquarters, along with the local design. During this process, setset byby thethe StarbucksStarbucks headquarters,headquarters, alongalong withwith thethe local local design. design. DuringDuring thisthis process,process, although it is difficult to reflect local characteristics, the Starbucks design team studies the althoughalthough itit is difficult difficult to to reflect reflect local local charac characteristics,teristics, the the Starbucks Starbucks design design team team studies studies the location and historical significance of the region, every time the team visits the store after thelocation location and and historical historical significance significance of the of theregion, region, every every time time the team the team visits visits the store the store after the contract is signed, and then combines it with the store’s design. As a result, the afterthe contract the contract is signed, is signed, and and then then combines combines it itwith with the the store’s store’s design. design. As a result,result, thethe Starbucks at MungyeongSaejae, a historical tourist spot in Korea, is built in the style of the StarbucksStarbucks at at MungyeongSaejae, MungyeongSaejae, a a historical historical tourist tourist spot spot in in Korea, Korea, is is built built in in the the style style of of the the exterior of ahanok (traditional Korean house) to highlight the historical significance of the exteriorexterior ofofahanok ahanok(traditional (traditional Korean Korean house) house) to to highlight highlight the the historical historical significance significance of of the the region, and added sedentary tables in consideration of consumer families, such region,region, and and designers designers added added sedentary sedentary tables tables in in consideration consideration of of consumer consumer families, families, such such as the elderly and children, who are visiting the tourist spot (Figure 20). Additionally, the asas thethe elderlyelderly andand children,children, whowho areare visiting visiting the the tourist tourist spot spot (Figure (Figure 20 20).). Additionally,Additionally, the the Starbucks at JejuSeogwipo hasJeongnang a Jeongnang, which means a door in Jeju’s traditional StarbucksStarbucks at at JejuSeogwipo JejuSeogwipo has has a a Jeongnang, which, which means means a door a in door Jeju’s in traditional Jeju’s traditional culture, whileculture, the while Starbucks the Starbucks at SogongroBukchang at SogongroBu haskchang a gold signboardhas a gold to signboard represent Sogong-dongto represent, culture, while the Starbucks at SogongroBukchang has a gold signboard to represent whichSogong-dong literally, meanswhich theliterally “little princess’smeans the neighborhood”, “little princess’s since neighborhood”, that neighborhood since is where that Sogong-dong, which literally means the “little princess’s neighborhood”, since that Kingneighborhood Taejong of is Josean’swhere King second Taejong daughter, of Jose Princessan’s second Gyeongjeong, daughter, Princess lived. The Gyeongjeong, Starbucks neighborhood is where King Taejong of Josean’s second daughter, Princess Gyeongjeong, inlived. Kawagoe, The Starbucks Japan, wasin Kawagoe, designed Japan, to reflect was designed culture and to reflect architecture culture style and architecture (Figure 21). lived. The Starbucks in Kawagoe, Japan, was designed to reflect culture and architecture style (Figure 21). Designing a store that blends traditional architecture and art rooted in style (Figure 21). Designing a store that blends traditional architecture and art rooted in Land 2021, 10, 716 21 of 36

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Designing a store that blends traditional architecture and art rooted in the Kawagoe village stemmedthe Kawagoe from village the desire stemmed to connect from the with desire the community to connect with and the to have community consumers and feelto have an the Kawagoe village stemmed from the desire to connect with the community and to have attachmentconsumers tofeel the an space. attachment The consumers to the space. feel The close consumers to the brand feel through close to spacesthe brand where through they consumers feel an attachment to the space. The consumers feel close to the brand through canspaces naturally where experience they can naturally it. The brand experience will continue it. The brand to create will strategies continue to to increasecreate strategies contact spaces where they can naturally experience it. The brand will continue to create strategies withto increase consumers, contact through with cons whichumers, the consumers’ through which sense the of consumers’ closeness and sense preference of closeness toward and to increase contact with consumers, through which the consumers’ sense of closeness and thepreference brand can toward be increased the brand [71 can]. be increased [71]. preference toward the brand can be increased [71].

Figure 20. Starbucks in MungyeongSaejae. FigureFigure 20. 20.Starbucks Starbucks in in MungyeongSaejae. MungyeongSaejae.

Figure 21. Starbucks in Kawagoe. FigureFigure 21. 21.Starbucks Starbucks in in Kawagoe. Kawagoe. Blue Bottle pursues designs that blend well and coexist well with their particular sur- BlueBlue BottleBottle pursues designs that that blend blend well well and and coexist coexist well well with with their their particular particular sur- roundings. The architectural offices and spatial designers who were in charge of spatial surroundings.roundings. The The architectural architectural offices offices and and spatial spatial designers designers who were inin chargecharge ofof spatial spatial designat Blue Bottle considered the following three things to be the most important: a designatdesignat Blue Blue Bottle Bottle considered considered the the following following three three things things to be to the be most the important:most important: a space a space where consumers can wholly focus on the coffee, which is also most important; a wherespace consumerswhere consumers can wholly can wholly focus on focus the coffee,on the whichcoffee, iswhich also mostis also important; most important; a space a space where consumers are welcomed; and a space that blends in with the region. Blue wherespace consumerswhere consumers are welcomed; are welcomed; and a space and that a spac blendse that in blends with the in region. with the Blue region. Bottlenot Blue Bottlenot only looks at the space it is designing, but it is also fully conscious of how the Bottlenot only looks at the space it is designing, but it is also fully conscious of how the Land 2021, 10, 716 22 of 36 Land 2021, 10, x FOR PEER REVIEW 22 of 36 Land 2021, 10, x FOR PEER REVIEW 22 of 36

onlystore looks naturally at the blends space it into is designing, the surroundings but it is also and fully makes conscious the neighborhood of how the storeattractive naturally (Fig- store naturally blends into the surroundings and makes the neighborhood attractive (Fig- blendsure 22). into Even the though surroundings the content and may makes vary the depending neighborhood on the attractive region, the (Figure symbolism 22). Even and ure 22). Even though the content may vary depending on the region, the symbolism and thoughsignificance the content of each may region vary are depending all reflected on the in region,the design. the symbolismBlue Bottle and Korea significance demolished of significance of each region are all reflected in the design. Blue Bottle Korea demolished eachtwo regionbuildings are and all reflected built one in large thedesign. building Blue for Bottleits Seongsu Korea store, demolished using the two most buildings commonly and two buildings and built one large building for its Seongsu store, using the most commonly builtseen onearchitectural large building material for its(red Seongsu bricks), store, so th usingat it can the coexist most commonly with the neighborhood seen architectural (Fig- seen architectural material (red bricks), so that it can coexist with the neighborhood (Fig- materialure 23). (redAs Seongsu-dong bricks), so that is it cana region coexist where with thethe neighborhoodpast, present, (Figureand future 23). Ascoexist, Seongsu- and ure 23). As Seongsu-dong is a region where the past, present, and future coexist, and dongwhere is avarious region wheregenerations the past, who present, emphasize and future craftsmanship coexist, and gather, where the various Blue generationsBottle store where various generations who emphasize craftsmanship gather, the Blue Bottle store whocontinuously emphasize emphasized craftsmanship the relationship gather, the Blue with Bottle locals storethrough continuously coexistence emphasized with the neigh- the continuously emphasized the relationship with locals through coexistence with the neigh- relationshipborhood [72]. with locals through coexistence with the neighborhood [72]. borhood [72].

Figure 22. Blue Bottle, The Exchange, Boston [73]. FigureFigure 22.22. Blue Bottle, The Exchange,Exchange, BostonBoston [[73].73].

Figure 23. Blue Bottle in Seongsu. FigureFigure 23.23. Blue Bottle in Seongsu. 4.2.3. Space of Communication 4.2.3.4.2.3. Space of Communication Starbucks, which has more loyal consumers than other brands, illustrates its Starbucks,Starbucks, whichwhich hashas more more loyal loyal consumers consumers than than other other brands, brands, illustrates illustrates its story- its storytelling well in its stores to impress the consumers with their experience, so that they tellingstorytelling well inwell its in stores its stores to impress to impress the consumers the consumers with with their their experience, experience, so that so that they they are are steadily satisfied and new consumers are enticed. The company is able to highlight steadilyare steadily satisfied satisfied and and new new consumers consumers are enticed.are enticed. The The company company is able is able to highlight to highlight the the distinct characteristics of the region and create a space where consumers can distinctthe distinct characteristics characteristics of the of region the andregion create and a spacecreate wherea space consumers where consumers can experience can experience using various senses. With its “selling space, not coffee” philosophy, Starbucks usingexperience various using senses. various With senses. its “selling With its space, “selling not space, coffee” not philosophy, coffee” philosophy, Starbucks Starbucks creates creates a comfortable space where consumers can stay for a while, thus giving meaning acreates comfortable a comfortable space where space consumerswhere consumers can stay can for stay a while, for a thuswhile, giving thus meaninggiving meaning to the to the brand and planting emotional value. Furthermore, Starbucks is known for its brandto the andbrand planting and planting emotional emotional value. Furthermore, value. Furthermore, Starbucks Starbucks is known is for known its extremely for its extremely loyal consumers. For example, in its early days, Starbucks viewed young, loyalextremely consumers. loyal consumers. For example, For in itsexample, early days, in its Starbucks early days, viewed Starbucks young, highlyviewed educated young, highly educated and highly paid women as its “golden consumers” and targeted them as andhighly highly educated paid womenand highly as its paid “golden women consumers” as its “golden and consumers” targeted them and as targeted its primary them con- as its primary consumers. It aimed to establish a sophisticated and elegant story. sumers.its primary It aimed consumers. to establish It aimed a sophisticated to establish and eleganta sophisticated story. Accordingly, and elegant it located story. Land 2021, 10, 716 23 of 36 Land 2021,, 10,, xx FORFOR PEERPEER REVIEWREVIEW 23 of 36

manyAccordingly, of its stores it located in office many districts of its stores and designed in office districts the spaces and with designed more the sophistication, spaces with whilemore providingsophistication, premium while teaproviding to differentiate premium itself tea to from differentiate other coffee itself franchises.from other coffee As a result,franchises. the number As a result, of young the number women whoof young wished women to partake who wished of Starbucks’ to partake sophisticated of Starbucks’ and elegantsophisticated brand increased,and elegant and brand the salesincreased, of MD and products the sales such of asMD diaries products and such tumblers as diaries also sharplyand tumblers increased also (Figure sharply 24 increased). By creating (Figure upgraded 24). By stores, creating such upgraded as “Starbucks stores, Reserve” such as and“Starbucks “Reserve Reserve” Roastery,” and Starbucks “Reserve allowed Roastery,” consumers StarbucksStarbucks to feelallowedallowed like theyconsumersconsumers were consuming toto feelfeel likelike notthey only were asophisticated consuming not space only in a thesophisticated city but also space their in premium the city but tea, also just their by being premium at these tea, storesjustjust byby (Figure beingbeing at25at ).thesethese storesstores (Figure(Figure 25).25).

FigureFigure 24. 24.Starbucks Starbucks 2021 2021 Diary Diary [ [74].74].

FigureFigure 25. 25.Starbucks Starbucks Reserve Reserve logo logo [ 75[75].].

TheThe mostmost attractiveattractive feature of of Blue Blue Bottle Bottle is is its its outstanding outstanding identity. identity. The The minimal minimal yet yetdistinctive distinctive design design and and visual visual identity identity leav leavee a aclear clear impression impression on thethe consumer,consumer, andand definitivelydefinitively standsstands outout on on social social media media platforms platforms such such as as Instagram Instagram and and Facebook. Facebook. Blue Blue Bottle’sBottle’s onlineonline statusstatus andand imageimage areare soso strong strong that that a a single single post post on on Instagram Instagram with with Blue Blue Bottle’sBottle’s space space or or coffee coffee in in the the background background can can represent represent one’s one’s preferences preferences and and lifestyle lifestyle in ain charminga charming way. way. The simplicityThe simplicity and intuitive and intuitiv elementse elements seen in the seen design in arethe also design embodied are also in theembodied spatial planning in the spatial and consumer planning experience. and consumer Brand experience. identity is Brand also well-utilized identity is inalso spatial well- designutilized elements. in spatial For design example, elements. it was deliberatelyFor example, designed it was sodeliberately that wooden designed tables, chairs,so that menus,wooden and tables, standing chairs, boards menus, are uniformlyand standing used boards in the are space, uniformly instead ofused colorful in the interior space, designs,insteadinstead toofof createcolorfulcolorful a sense interiorinterior of psychological designs,designs, toto createcreate stability. aa sensesense This isofof accomplished psychologicalpsychological while stability.stability. placing ThisThis the isis relativelyaccomplished noticeable while Blue placing Bottle the logo relatively in the centernoticeable of the Blue store Bottle so that logo it immediatelyin the center popsof the into consumers’ heads when they think of Blue Bottle (Figures 26 and 27). Land 2021, 10, x FOR PEER REVIEW 24 of 36

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store so that it immediately pops into consumers’ heads when they think of Blue Bottle (Figures 26 and 27). Furthermore, for Jo Nagasaka of Schemata Architects, who designed all of the Blue Furthermore, for Jo Nagasaka of Schemata Architects, who designed all of the Blue Bottle stores in Japan, space gives meaning through the interaction between stores, baristas, Bottle stores in Japan, space gives meaning through the interaction between stores, and consumers, thus, many newly interpretable spaces were left empty inside the stores. baristas, and consumers, thus, many newly interpretable spaces were left empty inside He is especially known for completing a space with emptiness. He prefers not to destroy the stores. He is especially known for completing a space with emptiness. He prefers not and rebuild existing objects as much as possible, but rather to remodel and reinterpret to destroy and rebuild existing objects as much as possible, but rather to remodel and them while leaving as much empty space as possible. Some spaces look incomplete, which reinterpret them while leaving as much empty space as possible. Some spaces look stems from his hope that the brand’s essence and the people fill the emptiness, and his incomplete, which stems from his hope that the brand’s essence and the people fill the specific design philosophy is in line with Blue Bottle’s philosophy [76]. emptiness, and his specific design philosophy is in line with Blue Bottle’s philosophy [76].

FigureFigure 26. 26.Blue Blue BottleBottle inin YokohamaYokohama [ 77[77].].

Figure 27. Blue Bottle in Kobe [78]. FigureFigure 27.27.Blue Blue BottleBottle inin KobeKobe [[78].78].

4.2.4.4.2.4. CreationCreation ofof SharedShared Value Value StarbucksStarbucks createscreates sustainablesustainable valuevalue for for the the environment environment by by recycling recycling waste waste material material oror avoidingavoiding thethe useuse of of disposable disposable products. products. ItIt isis operating operating more more than than 1600 1600 leadership leadership in in energyenergy and and environmental design (LEED)-certified (LEED)-certified stores stores in 20 in countries 20 countries around around the world. the Furthermore,world. Furthermore, driven by driven a wide by shift a wide to the shift circular to the economy,circular economy, through thethrough Resource the Resource Positive Project,Positive it Project, announced it announced in January in 2020 January that it2020 aims that to reduceit aims 50%to reduce of its carbon50% of emissionsits carbon byemissions 2030, as wellby 2030, as 50% as ofwell its as waste 50% dumped of its wa intoste landfillsdumped from intostores landfills and from manufacturing stores and industriesmanufacturing (Figure industries 28). It also (Figure stated that28). itIt currently also stated preserves that it or currently replenishes preserves 50% of the or waterreplenishes used in 50% its direct of the operations water used or coffee in its production. direct operations Additionally, or coffee Starbucks production. will be donatingAdditionally, USD Starbucks 10 million will to developingbe donating countries USD 10 million over the to developing next five years countries as a part over of the a waternext five project years via as the a part water of brand, a water Ethos project Water via (Figure the water 29). brand, First introduced Ethos Water in 2002,(Figure Ethos 29). helpedFirst introduced provide clean in 2002, water Ethos to children helped around provid thee clean world water through to children the sale around of bottled the water.world Itthrough also built the schools sale of bottled and medical water. facilities It also bu toilt help schools coffee and farmers medical and facilities provide to an help optimal coffee environmentfarmers andfor provide migrant an coffee optimal farmers enviro [79].nment Consequently, for migrant Starbucks coffee has farmers secured [79]. the brandingConsequently, that values Starbucks such socialhas secured values andthe createdbranding an that environment values such where social consumers values canand consumecreated an not environment only coffee but where also consumers these social can values. consume not only coffee but also these social values. Land 2021, 10, 716 25 of 36 Land 2021,, 10,, xx FORFOR PEERPEER REVIEWREVIEW 25 of 36

FigureFigure 28. 28.Starbucks Starbucks Resource Resource Positive Positive Project Project [ 80[80].].

Figure 29. Starbucks Ethos Water Project [81].[81]. Figure 29. StarbucksStarbucks EthosEthos WaterWater Project Project [ 81].

TheThe consumables consumables usedused in in Blue Blue Bottle Bottle stores, stores, such such as as cups, cups, lids, lids, straws, straws, napkins, napkins, and and filters,filters, are arecompostable compostableand andrenewable. renewable. Cups Cupsfor forforhot hothotbeverages beveragesbeveragesare areare double-walled double-walleddouble-walled paper paperpaper cupscups linedlined withwith crystallized polylactic polylactic acid acid (CPLA), (CPLA), a aplant-based plant-based bioplastic, bioplastic, and and cups cups for forcold cold beverages beverages are are lined lined with with polylactic polylactic acid acid (PLA), (PLA), an eco-friendly an eco-friendly resin resin made made from from fuel fuelextracted extracted from from corn corn starch, starch, both both of which of which are areproducts products made made by byWorld World Centric. Centric. As Asfor forstraws, straws, all allstraws straws were were replaced replaced with with paper paper straws straws certified certified by thethe ForestForest StewardshipStewardship CouncilCouncil (FSC), (FSC), beginning beginning in in April April 2019. 2019. This This decision decision was was made made to to create create an an environment environment forfor easy easy decomposition decomposition processing processing because because the the previous previous straws straws with with PLA ingredientsPLA ingredients were notwere accepted not accepted for recycling for recycling or decomposition, or decomposit accordingion,ion, accordingaccording to the recycling toto thethe recyclingrecycling standards standardsstandards of certain ofof regionscertain (Figureregions 30(Figure)[74]. 30) [74]. InIn January January 2018, 2018, Blue Blue Bottle Bottle partnered partnered with with Miir, Miir, a company a company that provides that provides clean water clean towater one personto one person for one for year one for year each for bottle each of bottle water of sold; water moreover, sold; moreover, it launched it launched the Travel the MugTravel and Mug Commuter and Commuter Cup. For Cup. each For purchased each pu Travelrchased Mug, Travel which Mug, is awhich white is stainless a white steelstainless tumbler steel that tumbler emphasizes that emphasizes Blue Bottle’s Blue identity Bottle’s with identity a simply with printed a simply blue printed logo, orblue a purchasedlogo,logo, oror aa commuterpurchasedpurchased cup,commutercommuter which cup, iscup, a Turkish whichwhich isis blue a Turkish outdoor blue cup, outdoor clean water cup, is clean provided water to is aprovided public elementary to a public school elementary in Addis school Ababa, in Addis the capitalAbaba, city the ofcapital Ethiopia. city of Each Ethiopia. cup has Each a “givecup has code” a “give printed code” on itsprinted bottom, on which its bottom, can be which entered can on be Miir’s entered website on Miir’s to track website where to thattrack cup’s where purchase that cup’s ended purchase up as drinking ended water.up as Asdrinkingdrinking such, Blue water.water. Bottle AsAs is such,such, building BlueBlue an BottleBottle image isis asbuilding a good companyan image thatas a has good a positive company impact that on has society a positive through impact collaboration on society with through social enterprisescollaboration that with make social continuous enterprises donations that make to childrencontinuouscontinuous inareas donationsdonations that suffer toto childrenchildren from hungerinin areasareas andthatpoverty suffer from [78]. hunger and poverty [78]. Blue Bottle also puts great effort into co-prosperity within the region. A co-prosperity agreement was signed between Seongdong-gu and Blue Bottle Coffee Korea for the creation of a jointly prosperous and communication-inclusive city when opening its first store in Seongdong-gu. In due course, Seongdong-gu and Blue Bottle Coffee planned Land 2021, 10, x FOR PEER REVIEW 26 of 36

various social contribution activities, such as barista education for residents and merchants, for the co-prosperous development of the local community. Correspondingly, Seongdong-gu supports and cooperates with Blue Bottle on matters necessary for regional co-prosperous development and social contribution activities promoted by Blue Bottle. Land 2021, 10, 716 The agreement also includes matters concerning the connection of human and material26 of 36 resources for the smooth operation of regional co-prosperous development programs (Figure 31).

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various social contribution activities, such as barista education for residents and merchants, for the co-prosperous development of the local community. Correspondingly, Seongdong-gu supports and cooperates with Blue Bottle on matters necessary for regional co-prosperous development and social contribution activities promoted by Blue Bottle. The agreement also includes matters concerning the connection of human and material resources for the smooth operation of regional co-prosperous development programs (Figure 31).

Figure 30. Blue Bottle straw made of bamboo fiber.fiber.

Blue Bottle also puts great effort into co-prosperity within the region. A co-prosperity agreement was signed between Seongdong-gu and Blue Bottle Coffee Korea for the creation of a jointly prosperous and communication-inclusive city when opening its first store in Seongdong-gu. In due course, Seongdong-gu and Blue Bottle Coffee planned various social contribution activities, such as barista education for residents and merchants, for the co-prosperous development of the local community. Correspondingly, Seongdong-gu supports and cooperates with Blue Bottle on matters necessary for regional co-prosperous development and social contribution activities promoted by Blue Bottle. The agreement also includes matters concerning the connection of human and material resources for the smoothFigure 30. operation Blue Bottle of straw regional made co-prosperous of bamboo fiber. development programs (Figure 31).

Figure 31. Blue Bottle Coffee Class with Seongdong-gu: regional co-prosperity between Blue Bottle and Seongdong-gu [82].

4.2.5. Story Composition Starbucks at times creates stories through collaborations with other brands. The store in Ginza opened in July 2020 is a space created in collaboration with JINS, a specialized eyewear brand. With the motto, “A place you can concentrate best,” an environment where it is easy to concentrate on the original tasks of business is created (Figure 32). Plants are placed strategically, and the sounds of nature are played in the background to create a comfortable atmosphere. Temperature and humidity, as well as lighting, are fine- tuned to the most optimal level; moreover, aromatic scents are utilized. However, the FigureStarbucks 31. Blue Hana Bottle Biyori, Coffee located Class with in Yomiuri Seongdong-gu: Land regionalnear Tokyo, co-prosperity is filled betweenbetween with plants BlueBlue BottleBottle and and Seongdong-gu [82]. andflowers, Seongdong-gu and consumers [82]. can enjoy the flowers and the botanical garden all year round; even its signboard is made using plants (Figure 33). 4.2.5. Story Composition Starbucks atat times creates stories throughthrough collaborationscollaborations withwith otherother brands.brands. TheThe storestore inin GinzaGinza openedopened inin JulyJuly 20202020 isis aa spacespace createdcreated inin collaborationcollaboration withwith JINS,JINS, aa specializedspecialized eyewear brand.brand. With With the the motto, motto, “A “A place place you yo canu concentratecan concentrate best,” best,” an environment an environment where itwhere is easy it tois concentrateeasy to concentrate on the original on the tasksoriginal of business tasks of isbusiness created (Figureis created 32 ).(Figure Plants 32). are placedPlants are strategically, placed strategically, and the sounds and the of sounds nature areof nature played are in played the background in the background to create to a comfortablecreate a comfortable atmosphere. atmosphere. Temperature Temperature and humidity, and humidity, as well as as well lighting, as lighting, are fine-tuned are fine- tuned to the most optimal level; moreover, aromatic scents are utilized. However, the Starbucks Hana Biyori, located in Yomiuri Land near Tokyo, is filled with plants and flowers, and consumers can enjoy the flowers and the botanical garden all year round; even its signboard is made using plants (Figure 33). Land 2021, 10, 716 27 of 36

to the most optimal level; moreover, aromatic scents are utilized. However, the Starbucks Hana Biyori, located in Yomiuri Land near Tokyo, is filled with plants and flowers, and Land 2021,, 10,, xx FORFOR PEERPEER REVIEWREVIEWconsumers can enjoy the flowers and the botanical garden all year round; even its signboard27 of 36

is made using plants (Figure 33).

FigureFigure 32. 32.Think Think Lab,Lab, StarbucksStarbucks collaboration collaboration store store [ 83[83].].

Figure 33. Hana Biyori, Starbucks collaboration store [84]. FigureFigure 33.33.Hana Hana Biyori,Biyori, StarbucksStarbucks collaborationcollaboration storestore [84[84].].

Starbucks’Starbucks’ storytelling storytelling is is especially especially highlighted highlighted in in its its Reserve Reserve Roasteries. Roasteries. A A Starbucks Starbucks ReserveReserve RoasteryRoastery isis a a spacespace wherewhere Starbucks’ Starbucks’ capacity capacity and and values values built built over over the the years years are are focused,focused, firmly firmly expressing expressing its its identity identity and and providing providing consumers consumers with with its culture. its culture. Each floorEach hasfloor a differenthas a different concept, concept, designed designed to satisfy to the satisfy diverse theconsumer diverse consumer preferences, preferences, and provides and ampleprovides content ample to content the consumers, to the consumers, such as space, such coffee, asas space,space, products, coffee,coffee, and products,products, food. As andand a result, food.food. AsAs the aa consumersresult, the consumers are spending are more spending time atmore Starbucks, time at Starbucks, during which during they which constantly they constantly consume andconsume circulate and Starbucks’ circulate Starbucks’ cultural content. cultural The content. Starbucks The ReserveStarbucks Roasteries Reserve representRoasteries Starbucks’represent Starbucks’ core values core and values direction, and anddirectio then, company and the believescompany that believes the future that the of coffeefuture shopsof coffee lies shops with thislies concept.with this concept. BlueBlue Bottle’sBottle’s storytellingstorytelling cancan bebe largelylargely divideddivided intointo two. two. BlueBlue BottleBottle isis knownknown toto regardregard the the space space of of its its store store as aas theater, a theater, so the so storethe store space space is decorated is decorated like a theatricallike a theatrical stage, regardingstage, regarding baristas baristas as actors as and actors consumers and consumers as the audience. as the audience. The heights The ofheights coffee of bars coffee in allbars the in stores all the are stores designed are designed to stop below to stop waist below height, waist creating height, an creating environment an environment in which all in visualwhich elements all visual are elements excluded are as muchexcluded as possible, as much leaving as possible, only the leaving baristas, only consumers, the baristas, and coffeeconsumers, on the and stage. coffee The coffeeon the bar stage. is designed The coffee sothat barbar theisis designeddesigned baristas, whososo thatthat are thethe the baristas,baristas, protagonists, whowho canare movethe protagonists, in the most can optimal move conditions;in the most optimal therefore, conditions; baristas move therefore, in the baristas most optimal move in flowthe most pattern optimal during flow the pattern entire during process the related entire to processprocess coffee, relatedrelated such as toto grinding coffecoffee, such beans, as grinding boiling water,beans, hand-dripping, boiling water, hand-dripping, and washing tools. and washin The baristasg tools. are The able baristas to weigh are able the coffee to weigh beans the whilecoffee simultaneously beans while simultaneously preparing the preparing drip container, the drip then container, are able then to instantlyare able to grind instantly the beans,grind immediatelythe beans, immediately before making before the coffee.making The the consumers, coffee. The who consumers, are the audience, who are can the standaudience, in one can spot stand and in watchone spot this and entire watch process. this entire One process. of the things One of Blue the things Bottle Blue considers Bottle considers to be most important when preparing a store is illustrating a story in a space, to create strong storytelling. For example, the Blue Bottle store in Kiyosumi is a renovation of an abandoned factory that was once used as a wood warehouse (Figures 34 and 35). At the time of construction planning, the focus of spatial design was to not harm the shape of the building, because the preservation of the building that contains the memories and Land 2021, 10, 716 28 of 36

to be most important when preparing a store is illustrating a story in a space, to create strong storytelling. For example, the Blue Bottle store in Kiyosumi is a renovation of an Land 2021, 10, x FOR PEER REVIEW 28 of 36 Land 2021, 10, x FOR PEER REVIEWabandoned factory that was once used as a wood warehouse (Figures 34 and 35). At28 of the 36 time of construction planning, the focus of spatial design was to not harm the shape of the building, because the preservation of the building that contains the memories and emotionsemotions ofof thethe locallocal residentsresidents waswas aa meansmeans forfor creatingcreating emotionalemotional solidaritysolidarity withwith them.them. emotions of the local residents was a means for creating emotional solidarity with them. TheThe writingwriting onon thethe concreteconcrete wallswalls waswas preservedpreserved byby intentionallyintentionally rippingripping offoff thethe finishing,finishing, The writing on the concrete walls was preserved by intentionally ripping off the finishing, andand thethe rustyrusty innerinner wallswalls andand ironiron columnscolumns werewere alsoalso leftleft as as needed. needed. and the rusty inner walls and iron columns were also left as needed.

Figure 34. Blue Bottle in Kiyosumi [85]. FigureFigure 34. 34.Blue Blue Bottle Bottle in in Kiyosumi Kiyosumi [ 85[85].].

Figure 35. Blue Bottle in Kiyosumi. FigureFigure 35. 35.Blue Blue Bottle Bottle in in Kiyosumi. Kiyosumi. 4.2.6. Space to Experience through the Five Senses 4.2.6.4.2.6. SpaceSpace toto ExperienceExperience throughthrough the the Five Five Senses Senses Starbucks is well known for providing various concepts to satisfy the consumers’ five StarbucksStarbucks is is well well known known for for providing providing various various concepts concepts to to satisfy satisfy the the consumers’ consumers’ five five senses. The furniture and interior decorations used at Starbucks are distributed directly senses.senses. TheThe furniturefurniture andand interiorinterior decorationsdecorations usedused atat Starbucks Starbucks are are distributed distributed directly directly from its headquarters. Even the music is played through its own music player. fromfrom its its headquarters. headquarters. Even Even the music the music is played is throughplayed itsthrough own music its player.own music Additionally, player. Additionally, to effectively deliver its distinct coffee flavor to consumers, Starbucks toAdditionally, effectively deliver to effectively its distinct deliver coffee its flavor distinct to consumers, coffee flavor Starbucks to consumers, employees Starbucks cannot employees cannot use strong perfumes. As such, Starbucks endlessly pursues an useemployees strong perfumes. cannot use As strong such, Starbucks perfumes. endlessly As such, pursues Starbucks an evolutionary endlessly pursues process inan evolutionary process in line with the culture and times, while never ceasing to try and lineevolutionary with the cultureprocess and in line times, with while the culture never ceasing and times, to try while and never preserve ceasing its symbolism. to try and preserve its symbolism. Starbucks’ satisfaction of the five senses is especially noticeable Starbucks’preserve its satisfaction symbolism. of Starbucks’ the five senses satisfaction is especially of the noticeable five senses at itsis especially Reserve Roasteries. noticeable at its Reserve Roasteries. The large Starbucks Reserve Roasteries have a big roasting Theat its large Reserve Starbucks Roasteries. Reserve The Roasteries large Starbuck have a bigs Reserve roasting Roasteries machine installed have a inbig the roasting center machine installed in the center of the store, where the beans are directly roasted, allowing ofmachine the store, installed where in the the beans center are of directly the store, roasted, where allowingthe beans the are consumersdirectly roasted, to experience allowing the consumers to experience it with their five senses. The roasting of the beans provides a itthe with consumers their five to senses. experience The roasting it with their of the five beans senses. provides The roasting a complex of the experience, beans provides which a complex experience, which triggers sight, while watching the beans get roasted; smell, triggerscomplex sight, experience, while watching which triggers the beans sight, get roasted;while watching smell, from the thebeans strong get coffeeroasted; scent smell, of from the strong coffee scent of the roasted beans; and hearing, when the beans are getting thefrom roasted the strong beans; coffee and hearing, scent of whenthe roasted the beans beans; are and getting hearing, roasted when and the they beans move are through getting roasted and they move through the copper pipes (Figures 36 and 37). theroasted copper and pipes they (Figures move through 36 and the37). copper pipes (Figures 36 and 37). Land 2021, 10, 716 29 of 36 Land 2021, 10, x FOR PEER REVIEW 29 of 36 Land 2021, 10, x FOR PEER REVIEW 29 of 36

Figure 36. Starbucks Reserve Roastery in Seattle [86]. FigureFigure 36.36.Starbucks Starbucks ReserveReserve RoasteryRoastery inin SeattleSeattle [ 86[86].].

Figure 37. Roasting machine at Starbucks Reserve Roastery in New York [87]. FigureFigure 37.37.Roasting Roasting machinemachine atat StarbucksStarbucks ReserveReserve RoasteryRoastery in in New New York York [ 87[87].]. Bryan Meehan, the chief executive officer (CEO) of Blue Bottle, said, “Designing the BryanBryan Meehan,Meehan, thethe chiefchief executiveexecutive officerofficer (CEO) (CEO) of of Blue Blue Bottle, Bottle, said, said, “Designing “Designing the the space of the stores is designing the experience. We always think about what our customers spacespace of of thethe storesstores isis designingdesigning thethe experience.experience. WeWe always always think think about about what what our our customers customers do in our stores and how they interact.” As soon as you enter a Blue Bottle store, you are dodo inin ourour stores and how how they they interact.” interact.” As As soon soon as as you you enter enter a Blue a Blue Bottle Bottle store, store, you you are greeted with the magnificent smell of coffee, and the horizontal tables and baristas making aregreeted greeted with with the magnificent the magnificent smell smell of coffee, of coffee, and the and horizontal the horizontal tables and tables baristas and baristas making coffee at the coffee bar come into sight. Moreover, by excluding elements that could act as makingcoffee at coffee the coffee at the bar coffee come bar into come sight. into Moreov sight.er, Moreover, by excluding by elements excluding that elements could act that as obstacles for the consumer, Blue Bottle makes the consumers feel like they are on stage couldobstacles act asfor obstacles the consumer, for the Blue consumer, Bottle makes Blue Bottle the consumers makes the feel consumers like they feel are like on theystage with only the barista and the coffee. Consumers can fully appreciate the barista’s coffee arewith on only stage the with barista only and the the barista coffee. and Consum the coffee.ers can Consumers fully appreciate can fully the appreciatebarista’s coffee the extraction without any distractions, and wholly take in how their coffee is made (Figures barista’sextraction coffee without extraction any distractions, without any and distractions, wholly take and in whollyhow their take coffee in how is made their coffee(Figures is 38 and 39). The rich scent of the coffee as it is being made, together with the carefully made38 and(Figures 39). The 38 richand 39scent). The of richthe coffee scent of as the it coffeeis being as itmade, is being together made, with together the withcarefully the calculated volume of the background music, help the consumers better experience their Land 2021, 10, x FOR PEER REVIEWcarefully calculated calculated volume volumeof the background of the background music, music,help the help consumers the consumers better better experience experience30 theirof 36 coffee, which is at the core of Blue Bottle. theircoffee, coffee, which which is at isthe at core the coreof Blue of BlueBottle. Bottle. The barista strikes up conversations with the consumers while making their coffee. The barista strikes up conversations with the consumers while making their coffee. They ask about their coffee preferences to try and reflect them in their coffee. This helps They ask about their coffee preferences to try and reflect them in their coffee. This helps the consumers feel like they were indirectly involved in the making of their coffee. The the consumers feel like they were indirectly involved in the making of their coffee. The Blue Bottle baristas give great performances based on their knowledge of coffee, Blue Bottle baristas give great performances based on their knowledge of coffee, seemingly unaware of the endless camera shutters, thereby providing consumers with a seemingly unaware of the endless camera shutters, thereby providing consumers with a multisensory experience [78]. The smell and sound effects that come together with these multisensory experience [78]. The smell and sound effects that come together with these visual images bring Blue Bottle’s desired storytelling to life [74]. This is how Blue Bottle visual images bring Blue Bottle’s desired storytelling to life [74]. This is how Blue Bottle makes its storytelling a thorough consumer experience. makes its storytelling a thorough consumer experience.

FigureFigure 38. 38.Hand Hand drip drip coffee coffee at at Blue Blue Bottle. Bottle.

Figure 39. at Blue Bottle.

5. Discussions Starbucks, the representative brand of the “second wave” of coffee, is very particular about its spatial . Starbucks Coffee Korea has a store development team that is responsible for opening stores. This team searches for potential store locations, overlooks store leases, supervises interior design and construction, and takes charge of the maintenance and repair of facilities. There are 10 managers in charge of store development. Notably, each partner opens one store every month, which amounts to a total of 12 stores in one year. This manager who is responsible for opening Starbucks stores is called a Store Developer. They are mostly specialists in real estate, architecture, and interior design, and open up a wide range of stores. Starbucks also has Store Consultants, who analyze the efficiency of Starbucks stores and are responsible for the contract with the building’s owner [88]. It takes at least six months for Starbucks to open a new store, during which time many parties, such as the design team, store development team, store developer, and store consultant, cooperate with regard to its opening. Korea is the only country, among the 77 countries that Starbucks entered in 2013, that has its own design team in Starbucks. Its efficient and systematic development system resulted in Starbucks’ spatial design’s ability to effectively and colorfully transmit the value of space to the consumers, to satisfy their various demands. Blue Bottle has a different value of space from Starbucks in that it utilizes marketing. Specifically, the key to Blue Bottle’s spatial design is the provision of perfect coffee. James Freeman, the founder of Blue Bottle, personally likes the Apple Store’s spatial composition and flow. There are no objects in the Apple Store space that interrupt the consumer’s line of sight, so that they can wholly focus on the products; furthermore, most of the furniture is minimal, and the spatial design of the store interior overall is restrained, simple, and intuitive. At the same time, it is designed to be friendly, open, and harmonious for the consumers—which is in line with Blue Bottle’s core values. That is why Blue Bottle also boldly excluded all elements that are not related to coffee, so that the perfect cup of coffee is provided for the consumers. Colorful , or posters, objects, or furniture that Land 2021, 10, x FOR PEER REVIEW 30 of 36

Land 2021, 10, 716 30 of 36

Figure 38. Hand drip coffee at Blue Bottle.

FigureFigure 39.39.Coffee Coffee roastingroasting at at Blue Blue Bottle. Bottle.

5. DiscussionsThe barista strikes up conversations with the consumers while making their coffee. TheyStarbucks, ask about theirthe representative coffee preferences brand to of try the and “second reflect wave” them of in coffee, their coffee. is very This particular helps theabout consumers its spatial feel design like theymethods. were indirectlyStarbucks involvedCoffee Korea in the has making a store of development their coffee. team The Bluethat Bottleis responsible baristas givefor opening great performances stores. This based team on searches their knowledge for potential of coffee, store seemingly locations, unawareoverlooks of store the endless leases, camera supervis shutters,es interior thereby design providing and construction, consumers withand takes a multisensory charge of experiencethe maintenance [78]. The and smell repair and soundof facilities. effects There that come are together10 managers with thesein charge visual of images store bringdevelopment. Blue Bottle’s Notably, desired each storytelling partner opens to life one [ 74store]. This every is month, how Blue which Bottle amounts makes to its a storytellingtotal of 12 astores thorough in one consumer year. This experience. manager who is responsible for opening Starbucks stores is called a Store Developer. They are mostly specialists in real estate, architecture, 5. Discussions and interior design, and open up a wide range of stores. Starbucks also has Store Consultants,Starbucks, who the analyze representative the efficiency brand of of the Starbucks “second wave”stores and of coffee, are responsible is very particular for the aboutcontract its spatialwith the design building’s methods. owner Starbucks [88]. It ta Coffeekes at least Korea six has months a store for development Starbucks to team open thata new is responsiblestore, during for which opening time many stores. parties, This team such searchesas the design for potential team, store store development locations, overlooksteam, store store developer, leases, supervises and store interiorconsultant, design cooperate and construction, with regard and to takesits opening. charge ofKorea the maintenance and repair of facilities. There are 10 managers in charge of store development. is the only country, among the 77 countries that Starbucks entered in 2013, that has its Notably, each partner opens one store every month, which amounts to a total of 12 stores own design team in Starbucks. Its efficient and systematic development system resulted in one year. This manager who is responsible for opening Starbucks stores is called a Store in Starbucks’ spatial design’s ability to effectively and colorfully transmit the value of Developer. They are mostly specialists in real estate, architecture, and interior design, space to the consumers, to satisfy their various demands. and open up a wide range of stores. Starbucks also has Store Consultants, who analyze Blue Bottle has a different value of space from Starbucks in that it utilizes marketing. the efficiency of Starbucks stores and are responsible for the contract with the building’s Specifically, the key to Blue Bottle’s spatial design is the provision of perfect coffee. James owner [88]. It takes at least six months for Starbucks to open a new store, during which Freeman, the founder of Blue Bottle, personally likes the Apple Store’s spatial composition time many parties, such as the design team, store development team, store developer, and and flow. There are no objects in the Apple Store space that interrupt the consumer’s line store consultant, cooperate with regard to its opening. Korea is the only country, among the of sight, so that they can wholly focus on the products; furthermore, most of the furniture 77 countries that Starbucks entered in 2013, that has its own design team in Starbucks. Its is minimal, and the spatial design of the store interior overall is restrained, simple, and efficient and systematic development system resulted in Starbucks’ spatial design’s ability tointuitive. effectively At andthe same colorfully time, transmit it is designed the value to be of friendly, space to theopen, consumers, and harmonious to satisfy for their the variousconsumers—which demands. is in line with Blue Bottle’s core values. That is why Blue Bottle also boldlyBlue excluded Bottle has all aelements different that value are ofnot space relate fromd to Starbuckscoffee, so that in that the it perfect utilizes cup marketing. of coffee Specifically,is provided thefor keythe toconsumers. Blue Bottle’s Colorful spatial illustra designtions, is the or provision posters, objects, of perfect or coffee.furniture James that Freeman, the founder of Blue Bottle, personally likes the Apple Store’s spatial composition and flow. There are no objects in the Apple Store space that interrupt the consumer’s line of sight, so that they can wholly focus on the products; furthermore, most of the furniture is minimal, and the spatial design of the store interior overall is restrained, simple, and intuitive. At the same time, it is designed to be friendly, open, and harmonious for the consumers—which is in line with Blue Bottle’s core values. That is why Blue Bottle also boldly excluded all elements that are not related to coffee, so that the perfect cup of coffee is provided for the consumers. Colorful illustrations, or posters, objects, or furniture that may disrupt the line of vision are nonexistent in Blue Bottle stores, so that all eyes can be directed at the coffee. Even the background music volume, which should be blaring as in other coffee shops, is set to the minimum to create an environment where the consumers can fully concentrate on their coffee. Land 2021, 10, 716 31 of 36

As such, the marketing value of coffee franchises is derived from the characteristics of various spaces. Hence, the following sections summarize and reconstruct the content of Section4, namely the six spatial marketing strategies of global coffee franchises—unique design, distinct local characteristics, space of communication, creation of shared value, story composition, and space to experience through five senses—according to the three characteristics of space, which are esthetic, interactive, and value.

5.1. Unique Design Strategy Based on Esthetic Characteristics Importantly, coffee shops should basically have excellent spatial designs and functions. While additional meaning is in fact important, yet what must precede this is the unique design. Subsequently, this unique design must be able to effectively utilize the space. Excellent unique design not only secures the design of the coffee shop space but also creates the efficient utilization and overall ambiance of the space. For example, the outer walls of the coffee shop could be covered with vines, or a separate lawn may be created to add a natural element to the store, while the addition of a long coffee bar in a color that is in contrast to the entire store may provide an effective visual presentation and be used to maximize the utilization of a small space with an efficient flow. The ceiling of the store could be glass, to secure lighting and provide a sense of openness. Another approach would be tasteful lighting that goes well with the store ambiance and could be used to divide the space into zones, focusing attention on other parts of the space, such as the dessert display or the coffee bar, while customers can also enjoy the interior effect the lighting can bring, giving a sense of completion to the space.

5.2. Distinct Local Characteristics Based on Esthetic Characteristics Coffee shops are greatly influenced by the local context. Because the distinct local characteristics are manifested as esthetic effects, if a space violates the atmosphere and “vibe” of the area, its design value may drop because of a sense of heterogeneity. For example, if the coffee shop is too sophisticated and decorated with an urban atmosphere in a neighborhood that is pastoral and lyrical, it is bound to repel consumers. However, if the coffee shop is to be located in a hanok village, the addition of traditional elements to the exterior and interior of the store to blend with its surroundings, or the usage of materials created from the local culture, will be able to secure the distinct regional characteristics. As such, the local identity and context should be studied and analyzed from the coffee shop’s planning stages; additionally, the interior design should be able to harmoniously connect with the local context.

5.3. Space of Communication Based on Interactive Characteristics The consumption of brands by consumers must be understood from the interaction perspective. When a brand presents a product to consumers with a special symbolic quality and identity through spatial marketing, the consumer consumes that product along with the brand identity and then gives and expresses value. Through such consumption behavior, the consumer becomes ever more strongly aware of the brand identity, and starts to think of themselves and the brand as one. Differentiated images can be communicated to consumers more effectively because they give visual clarity. One key example is the logo, which embodies the brand identity, as it reminds consumers of an image connected to the logo. A coffee shop with a simple and minimal identity minimizes furniture in the space and decorates the store with minimal color. Another example is upcycling. For coffee shops with the rediscovery of value through upcycling as their identity, the purpose of the previous space may be intentionally left throughout the space, or the original roof structure or clay walls may be intentionally exposed for the consumers to be able to feel the texture of the space. Lastly, coffee shops use logos in key locations in each space or use MD products to communicate with consumers. Land 2021, 10, 716 32 of 36

5.4. Creation of Shared Value Based on Interactive Characteristics Modern consumers are increasingly observant and aware of the social contribution activities or the development of companies and brands. Consumption allows a brand’s social contribution activities to be connected to the creation of shared value; sometimes it acts as a kind of indicator of their own presence and identity. If traces of a created shared value are found throughout the space, the consumers will feel the authenticity, share the value, and interact with the brand. If a coffee shop believes in sustainability, its space will be decorated with eco-friendly natural materials or will try to avoid using disposable products. Coffee shops that emphasize social solidarity will use furniture and objects made by public institutions; in contrast, coffee shops that place importance on interaction with animals will create a separate space for pets, or a space the consumer and their pet can experience together. If coffee shops can express emotional solidarity and share values with consumers through spatial marketing, consumers will bring a positive influence, such as vesting more meaning into their coffee shop visits, and consumption.

5.5. Story Composition in Consideration of Value Characteristics A storyline with continuous thematic features is created to enhance memory learning about environments such as places and spaces. Memory is emphasized through a more vivid plot by breathing life into the space. Solid storytelling remains in the consumer’s memory for a long time. If it is designed so that the consumer can see the coffee-making process or the coffee bean being roasted with the roasting machine in the coffee shop, a story about high-quality coffee is created. If the coffee shop wishes to connect the storytelling with a natural element, such as a garden or a nearby waterfall, it could design its outer wall with whole glass, or connect a bridge to where the natural element is located to secure it as part of the storytelling. If the coffee shop wants to present a retro-style type of storytelling, it could use retro-style menus or objects.

5.6. The Value of Space for Experience, Utilizing the Five Senses The spaces for experience that awaken the senses and emotions start by stimulating the five senses. The five senses comprise sight, smell, hearing, touch, and taste. Sight is the easiest sense to utilize among the five senses, from the spatial marketing perspective, as it is the most intuitive and the fastest way to attract attention. Color can be used to attract great attention, or lighting could be used to create a dynamic atmosphere. Smell and taste create a synergistic effect and are the most effective in bringing back old memories. Rich smells make it easy to induce consumer purchases. Hearing is connected with other senses, thereby creating richer memories and feelings. The music in a space intrigues consumer curiosity or can deliberately adjust the consumer’s tempo. Touch is felt through the skin, thus making it the sense most directly connected with the consumer. Experience through touch requires participation by the consumer, thus stimulating greater desires. Taste is developed through food and meals, and the taste of the food served in a space can be further highlighted through the placements of appropriate objects in the space. As such, the space for experience through the five senses combines elements of various senses to provide a new experience that has evolved into a multisensory dimension. When a coffee shop roasts and serves coffee directly in front of the consumers, the consumers will have indirectly experienced and visually participated in the process by merely watching the entire process. The scent and sound of coffee beans being roasted provide consumers with a richer experience. The smell of coffee in the store will also appeal to customers who have just entered the space. Such multisensory stimulus has a significant spatial marketing effect as it reminds consumers of the place where they initially felt the stimulation whenever they have related experiences. Furthermore, soft and comfortable music in the background makes consumers less burdened about staying in the space, and helps them wholly focus on the rich taste of coffee. Land 2021, 10, 716 33 of 36

6. Conclusions Spatial design marketing to reflect the diverse individualities and values of the con- sumers is a very important branding strategy for global enterprises. It has particularly greater growth potential for coffee shops that provide a variety of cultural experience content, using coffee as a medium. This is because consumers who seek diversity of sen- sory input pursue their lifestyles through differentiated experiences, thus moving away from the uniform and standardized coffee shops. This study extracts the characteristics of modern consumers, and elements of spatial design marketing through literature review and prior studies, based upon which findings it proposes characteristics and strategies of spatial design marketing. Furthermore, the proposed strategies were studied through the global coffee franchises of Starbucks and Blue Bottle to examine how they were actually being implemented. Characteristics of modern consumers identified through this study can be summarized as follows. Modern consumers, who live in an era saturated with information resulting from the development of digital devices such as smartphones, seek to express their individuality and identity and personally experience new things, as well as being particular about product quality and function. They also demand emotional solidarity with the brand, such as how the brand looks at the environment, or how well it blends in with the local culture. Furthermore, they prefer places and brands where they can feel the preciousness of their daily lives, and consume not only the product but also the culture connected to that product. Elements of spatial design marketing were identified through the following keywords derived from prior studies on spatial marketing: the structural element that is the archi- tectural and decorative parts of space; harmonious elements that fit in with the region or local context; the identity element that reflects brand identity into the space, to make an impression on the consumers; a solidarity element that connects brand value with what the consumers pursue; the developmental element that uses various themes by giving a space a story; and the experimental element that stimulates the consumer’s five senses. Such characteristics of the modern consumer and the elements of spatial design marketing were combined to derive the following three characteristics of spatial design marketing: esthetic, interactive, and value. Each characteristic was refined to present six strategies of spatial design marketing: unique design, distinct local characteristics, space of communication, creation of shared value, story composition, and space for experience through the five senses. Each strategy was analyzed through the examples of the global coffee franchises Starbucks and Blue Bottle, and the resulting implications are presented in the following section. First, Starbucks uses only glass for its outer wall to maximize openness, and arranges the space and installs lighting so that MD and point-of-purchase (POP) stand out. Blue Bottle designs its space as simply and minimally as possible, as a space of emptiness rather than a space of fullness, so that the consumers can concentrate on the taste of coffee. Second, Starbucks provides spatial design where tradition and the contemporary coexist, by utilizing the distinct local characteristics of the neighborhood the store will be located in. Blue Bottle pursues a design that can blend in and coexist with the surroundings, while also considering its relationship with the local residents. Third, Starbucks’ philosophy is to sell the space, not just coffee, and looks to create a space of communication where the consumers can stay comfortably for as long as they wish. Blue Bottle unified its tables, chairs, menu board, etc., with wooden materials rather than colorful interior design, and places its relatively noticeable blue bottle logo carefully to communicate with consumers. Fourth, Starbucks avoids using plastic and uses upcycled products to create sustain- able value for the environment. It also plays various social roles to help coffee farms. All consumables at Blue Bottle can be composted and recycled, and Blue Bottle launched a campaign that delivers bottled water to underdeveloped regions. Land 2021, 10, 716 34 of 36

Fifth, Starbucks delivers its own coffee culture to consumers with a variety of sto- rytelling, through its Reserve Roasteries. Additionally, through collaboration with other brands, it allows consumers to experience new things other than coffee. Blue Bottle provides a story-type environment where baristas can focus on making coffee so that consumers can watch the process. Sixth, Starbucks provides a rich and complex experience that stimulates the five senses of consumers with not only its selected coffee scents and music but also the installation of large roasting machines. Blue Bottle stimulates the five senses of consumers through the process of making coffee, by arranging the space like a theater stage. With the horizontal bar table acting as the stage, the space is designed so that it feels like only the barista, consumer, and coffee are on the set. The spatial marketing implications of the two brands researched through these find- ings are as follows. Starbucks is implementing a space marketing strategy to represent diverse and complex cultures through coffee as a medium. As a result, Starbucks has cre- ated an environment where consumers can spend a long period in the store and consume various products provided by Starbucks. In other words, Starbucks analyzes space as a “major factor in consumption”, with space marketing for all services and experiences related to coffee. Blue Bottle, on the other hand, offers space marketing strategies to focus fully on coffee. Bluebottle excluded the distraction from coffee as much as possible and kept consumers’ attention away from anything other than coffee through minimal and restrained spatial design. In other words, Blue Bottle provides space for customers to enjoy the best-quality coffee as a marketing strategy, and analyzes space as a "background of consumption." This study is meaningful as it derived three spatial marketing characteristics and six of its strategies that can enhance the spatial value of coffee shops and the experiential value of consumers. This was accomplished through an approach focusing on Starbucks and Blue Bottle, the most representative global coffee franchises. Moreover, the presented spatial design marketing strategies are not only applicable to coffee franchises but also to various commercial spatial design fields, and our findings are expected to be used as a business methodology that can satisfy the needs of modern consumers and increase the unique value of a brand.

Author Contributions: This paper was produced through teamwork. J.-E.K. and E.-S.P. jointly designed the research. J.-E.K. developed the methodology and the , carried out the investigation, and drafted the original manuscript, and E.-S.P. analyzed the data and improved the manuscript. All authors have read and agreed to the published version of the manuscript. Funding: This research received no external funding. Institutional Review Board Statement: Not applicable. Informed Consent Statement: Not applicable. Conflicts of Interest: The authors declare no conflict of interest.

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