A Commercial Stage Strengthening Brand Image in the Framework of Postmodern Consumption

Abstract

In the postmodern era, competition in the retail sector has increased, and it has gained importance to be in the minds of the target audience as a result of the changing consumer profile, technological developments, and product diversity. This change has also affected retail formats, and pop-up spaces have become one of the marketing methods of businesses. Brands that want to stand out from the competition try to create memorable customer experiences with a new reality and a different perception environment, as well as an immersive atmosphere in the commercial space. Given the role of presentation and special effects, the interior becomes an exciting scene that strengthens the brand image. The study aims to examine the brand image-space relationship in the postmodern era within the framework of the different experiences offered to the customer through the metaphor of theater and to reveal the spatial elements that affect the customer's perception of space in pop-up spaces. As a result of the study, it is aimed that the elements will be a guide for pop-up retail design.