A Study on the Design Conversion of Tainan HAYSHI Department Store

• Main Authors: LUO,YUN-TING, 羅允廷
• Other Authors: SU,PEI-CHI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/49233885231746186413

碩士 === 南臺科技大學 === 數位內容與應用設計碩士班 === 104 === Tainan city, located in southern Taiwan, is full of historical building and significant cultures. Recently, the projects of refurbishing old houses have been emphasized by Tainan city government. Therefore, the HAYSHI Department Store, once the 2nd largest modern shopping store 1930s in Taiwan, was refurbished to reopen as Tainan Culture Creative Department Store. This study is focused on the design conversion of Tainan HAYSHI Department store, including analyzing the symbols of the merchandise as well as generalizing the interpretation of the merchandise designs. The merchandise in HAYSHI Department Store is classified into sixty-two items based on the field research. Culture elements, elements of designs, modes of design elements, conversion, ornamentation are analyzed. Besides, interviewing experts and tourists questionnaires are conducted in order to figure out the purposes of consumers and the concepts of designers. Then, summarize the possible influent factors both in consumers’ preference data and in the designers’ point of views. According to the study on the HAYSHI Department Store, the followings are the six main elements: the exterior of the building, brand naming, Shintoist Shrine at the Top Floor, Phoenix Flower, windows, and Color Floor. In additions, the distinguished culture features of the HAYSHI Department Store are the vibrant creativity of the relics, the symbol and spirit of history, the merchandise, and the nostalgia for the good old days. The elements of design conversion are summarized as following: the expansion of the symbolization, the skills of design conversion , and the innovative thinking. The study suggests that the HAYSHI Department Store distill the power of the brand name so as to help it stand out in a competitive environment and contribute to long-term customer loyalty. The study also recommends the HAYSHI Department Store blend ancient culture into modern life with the view to creating new culture fusions and special ambience.