들뢰즈의 주름 이론을 통한 AI 기반 모빌리티 브랜드 경험 공간의 구성 특성 연구

초록

This study analyzes how brand spaces, traditionally centered on fixed physical locations, are reconfigured into fluid experiential structures within the mobility paradigm. Based on Gilles Deleuze’s theory of The Fold (Le Pli), the study examines how AI and digital technologies mediate the transformation of mobility brand experience spaces. Through a literature review, four analytical indicators were derived: dispersibility, continuity, variability, and overlap. Using these indicators, six cases were qualitatively analyzed across three spatial types: mobile platforms, vertical circulation paths, and transitional connection spaces. The analysis focused on spatial composition, operational systems, user experience flows, and modes of technological intervention. Since the level of AI application differs by case, this study distinguishes real-time automated control from experiential adjustment based on digital interfaces, service linkage, and operational data. The findings show that mobile platform cases strongly demonstrate the dispersal of brand touchpoints along users’ movement paths. Vertical circulation cases organize brand experience as a continuous sequence through stairs, voids, and glass cores. Transitional connection spaces reveal strong overlap among infrastructure, services, digital information, and consumption experiences. Variability, however, appears differently across cases and is often realized through contextual and operational adjustment rather than full AI-based spatial control. This study identifies four characteristics of AI-based mobility brand experience spaces: de-coordinatization of location, seamlessness of sequence, event-driven generation of form, and multi-layered augmentation of narrative. It suggests that brand spaces are shifting from fixed places to folded experiential structures shaped by mobility, connectivity, data, services, and brand narratives.

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