Abstract

Consumer lifestyles are evolving, prompting brands to transform their spatial strategies from single-use to multi-functional spaces, enriching the brand experience. This shift has given rise to brand complex cultural spaces (CCSs), bolstering their status as a third place in consumers’ lives. This study delves into how these brand CCSs deliver a multi-dimensional third place experience. To scrutinize brand loyalty and the four dimensions of the third-place experience, surveys and in-depth interviews were conducted with visitors to three diverse brand CCSs focusing on the beauty and fashion industry in Seoul to reflect distinct commercial and spectacular third place attributes. The findings unveiled that a brand CCS is an innovative concept, distinctively engaging visitors in a more experiential manner than typical commercial spaces. It provides a sanctuary from daily life, rejuvenating visitors. All dimensions exhibited correlations with brand loyalty, with restorative and commercial aspects displaying a more robust influence on place dependence and attachment. This, in turn, fosters stronger brand loyalty. The results also offer valuable design insights based on these findings.