The notion of personality is natural for humans, conceptualised for brands but unattained to
space. Although the idea that each place has its own character is a familiar concept to most people,
the theoretical background that links the qualities of space with personality theories is non-existent.
The subject of this research is thus the examination of this hidden field and the formation of a scale
of measurement that can sufficiently and accurately depict the characteristics that portray
personality for various branded environments. The goal is to extract the space personality types
elaborated from reappearing patterns of traits across different places. Fifteen case study brand
stores have been selected for evaluation and a space personality scale has been constructed for this
purpose. To measure the dimensions of space personality an idiosyncratic list of traits for space had
to be generated and factor analysis from the collected data of the case study evaluation had to be
executed. The five dimensions and twelve facets of space personality measure the symbolic nature
of space that goes beyond its physical materiality and targets the psychological imprint left on its
visitors from the embedded values and meanings it contains. The construct of space personality and
its application, along with its shaped typologies are presented and analysed in this study.
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