Space as a Medium for Interior Branding in Commercial and Retail Spaces, Case Study: Tiara Handycraft Shop in Surabaya, Indonesia

Sari, Sriti Mayang and Nilasari, Poppy Firtatwentyna and Tedjokoesoemo, Purnama Esa Dora (2021) Space as a Medium for Interior Branding in Commercial and Retail Spaces, Case Study: Tiara Handycraft Shop in Surabaya, Indonesia. In: 12 th Global Conference on Business and Social Science Series, 09-10-2021 - 09-10-2021, Penang - Malaysia.

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Abstract

The development of the creative economy in Indonesia resulted in more creative industries have sprung up, such as the commercial and retail space. Commercial and retail space is a space where business or commercial activities are carried out. Space, in the context of commercial and promotional activities, at the same time can become a branding medium for products and services that become commercial commodities. As a branding medium, space is very important to be designed with the additional aim of strengthening the branding image, in addition to its main goal of optimizing commercial activities in it. Tiara handicraft�s store was one of the stores that want to actualize interior branding through design and create a unique shopping environment as part of its marketing strategy. Indirectly it can be said that the planning and creation of the right interior atmosphere will drive the rate of sales. This research aimed to determine how the interior space of the Tiara Handicraft store was used as an interior branding medium. Was the implementation in accordance with the 3 aspects of interior branding according to Kim Kuhteubl, namely clear vision, unique story, and energy? This research is a qualitative research with descriptive analysis method. Based on the results of the analysis, it can be seen that the Tiara handicraft shop has implemented the three aspects of interior branding well. This application can be seen in the selection of shapes, colors, materials for interior elements, organization of space, and arrangement of furniture and displays. In this design, space as a medium for interior branding conveys stories, messages from shop owners to visitors through the atmosphere of the room, logos, signage, and other interior elements. It is this story or message that distinguishes Tiara Handicraft Stores from other stores in general.

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