垂直農場創新品牌之商業空間設計創作研究

Abstract

有鑑於環保意識的不斷提升以及農耕技術的持續革新進步，尋求更為環保、無毒、有效率的耕作方式勢必是將來人類糧食供應方式的主流，而垂直農場就是在這樣的潮流下應運而生。本研究之創新品牌融合所有相關人、事、物元素，呈現多元但獨特之品牌個性，透過專屬生產的商品，塑造品牌形象鮮明美感，提升品牌價值，以尋求品牌的永續定位。本創作研究之研究成果係透過當代城市垂直農場的發展分析、學術論，以及創新農業品牌、消費者行為等的相關研究內涵，分析能成功達到銷售目的的品牌商業空間要素與條件，融合本研究的創新品牌精神意象和詞彙，以設計商業販售空間為主軸，規劃垂直農場品牌形象商店。根據創新之品牌背景涵意，發展品牌識別形象，利用室內設計理論探討生鮮蔬果超市並運用蔬菜植生牆結合即食餐廳的模式，搭配環保無毒綠建材，建構產地餐桌零距離的品牌精神，推動即採即食，產地就在住家隔壁的垂直農場經營模式，區隔市場其他農產品超市品牌，期許達成翻轉傳統地方農產文化消費概念，重新塑造臺灣民眾農產品消費經驗，令其認同並深化垂直農場品牌營造之消費態度，帶動風潮，創造消費可能。

The leading trend of food supply is to seek more environmentally friendly, non-toxic and efficient farming methods because of the continuous improvement of environmental awareness and the reform and development of farming technology.Therefore, a vertical farm is based on this trend came into being.This research is to design a commercial space of an innovative brand in order to achieve the sales purpose. The innovative brand is relative to a contemporary urban vertical farm and integrates elements of relevant people, things, and materials, showing diverse and unique brand characteristic.In order to enhances the brand values and to seek a sustainable brand position, the brand owner creates exclusively produced goods and a distinctive brand image of beauty. The research includes analysis of the development of contemporary urban vertical farms, academic theories, and the relevant research of innovative agricultural brands, and consumer behaviors to plan the selling space of a vertical farm brand store. According to the brand background of innovation, develop brand recognition image, use the interior design theory to explore the exhibition of fresh fruit and vegetable in a supermarket. Moreover, the design idea combines the vegetable wall and the ready-to-eat restaurant model and matches the environmentally-friendly non-toxic green building materials to construct the brand spirit of the zero-distance table. It promotes the ready-to-take and ready-to-eat intention of the farm business model next to the home. The vertical farm differs from other market. We expect to overturn the concept of traditional local agricultural culture consumption and rebuild consumption experiences. We also expect consumers to recognize and trend toward a vertical farm market.