공간 가치 재창조가 신세대 고객 유입에 미치는 영향: 금성전파사 고객 마음 고침 센터

초록

The proliferation of online shopping has caused traditional markets to decline as they fail to attract younger generations. Meanwhile, companies like LG Electronics struggle to build emotional connections with Gen MZ in a digital-centric marketing environment. This case demonstrates how spatial marketing can address both challenges. LG Electronics collaborated with Starbucks to remodel an abandoned theater in Gyeongdong Market into the “Goldstar Radio Refresh Center.” Rather than a simple brand showroom, it was designed as an experiential space offering empathy and comfort centered on customers’ concerns, grounded in retro aesthetics. LG’s philosophy of prioritizing emotion over technology was implemented through content such as mind-healing corners, escape-room cafes, and Goldstar arcade rooms. Eight months after opening, the center attracted 382,347 visitors (212% above annual KPI), surpassing 1.5 million cumulative visitors within 18 months. Daily foot traffic in Gyeongdong Market increased 2.5-fold from 40,000 to 100,000+, revitalizing the declining traditional market. Public perception shifted dramatically from “outdated and complex” to “hip and new,” while the market evolved from a shopping destination into an experiential space for spending time and sharing memories. In conclusion, the Goldstar case demonstrates that offline space regeneration depends on user-centered storytelling and content rather than physical infrastructure. It also shows the potential for major corporations’ brand assets to create social value while benefiting local communities. This research provides practical insights into how technology-driven companies can build deep emotional bonds with Gen MZ through emotional engagement and revitalize struggling local economies.

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