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A study on brand experience of cafe about factors affecting in local place as alley -Focusing on cases of small business and franchisees-
This study investigates the sustainable values of cafes established using idle industrial facilities that are a part of the cultural heritage of South Korea in terms of the characteristics of the architectural space and consumers’ space utilization. Twenty regenerative cafes in five regions were selected, and five of them were analyzed by comparing their characteristics with those of the conventional cafes. Unlike conventional cafes, regenerative cafes have architectural spaces that seem to be non-everyday and elicit a feeling of the passage of time. Users utilized these cafes as spaces for activities and experiences for long periods compared to conventional cafes. Consequently, regenerative cafes were found to contain sustainable values as complex networking spaces, as cultural heritage that can be experienced and as independent tourist destinations. Regenerative cafes have become unique differentiated architectural spaces utilized by several users.
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