도시경쟁력 강화를 위한 효과적인 디자인테마거리 조성에 관한 연구

Abstract

국 문 요 지

‘공공디자인’의 개념은 미국과 유럽, 일본과 같은 선진국에서 이미 오랫동안 존재해왔지만 우리나라에서는 2005년 ‘국회공공디자인문화포럼’ 발족에 따라 공공디자인이라는 용어가 본격적으로 사용되기 시작하였다. 그 후 문화체육관광부를 필두로 하여 행정안전부, 국토해양부, 농림수산부, 지식경제부등에서 공공디자인 관련 정책 및 사업이 전개되기 시작하였고, 광역자치단체에서는 서울특별시가 디자인서울총괄본부를 발족시킨 것을 계기로 점차 전국 광역 및 기초자치단체로 확산되어 나가고 있다. 특히 서울특별시는 각 부서별로 나누어져 있던 디자인관련 사업들을 체계적이고 전문적인 조직을 통해 추진함으로써 기존의 환경개선사업들과는 큰 차별성을 보이고 있으며, 이를 통해 세계적인 경쟁력을 갖춘 도시로 성장하는 기반을 구축하였다. 따라서 본 연구에서는 도시브랜드 향상을 위해 추진된 2차 디자인서울거리 조성지 20개소를 중심으로 조사․ 분석하였고, 이를 토대로 테마별 거리유형화를 통해 향후 추진될 사업에 도움이 될 수 있도록 제안하고 있다. 또한 연구방법으로는 도시브랜드와 공공디자인에 대한 이론적 고찰을 통한 탐색적 연구와 2차 디자인서울거리 조성지 20개소의 현장조사와 설문조사를 통한 기술적 연구를 병행하였다. 설문조사는 시간적 공간적 한계에 따라 대표적인 성공사례지로 평가 받고 있는 삼청동길을 대상으로 방문자와 거주자 160명에게 1:1 면접타계식조사를 실시하였고, ‘2010년 서울시 디자인시정에 대한 여론조사’를 토대로 영향력을 비교분석하였다. 위의 조사․ 분석을 통해 문제점을 도출 하였으며, 이를 토대로 가로공간의 특징과 형태에 따라 문화관광형, 문화소비형, 문화예술형, 상징특화형, 업무중심형, 생활중심형, 보행중심형, 여성중심형, 유니버설형, 자연친화형의 10가지 거리 타입으로 분류하여 도시브랜드 제고에 효과적으로 적용할 수 있도록 제시하였다. 본 연구에서는 상기와 같은 프로세스를 거쳐 다음과 같이 도시경쟁력 강화를 위한 개선 방안을 도출하였다. 첫째, 디자인테마거리를 조성함에 있어 경쟁력 있는 도시브랜드 구축을 위해 그 지역의 정체성을 반영한 가로경관을 형성해야 한다. 둘째 특색 있는 가로경관 이미지 형성을 위해 디자인서울가이드라인에서 권장하고 있는 표준디자인, 인증제, 특화디자인을 적용한 공공시설물을 지속적으로 확대 적용하여 거리전체의 일관성을 확보하여야 한다. 셋째, 향후 사업추진 시에는 지역의 특성 및 사용자의 인식을 충분히 고려하고 본 연구에서 제시된 10가지 유형별 디자인테마거리의 특성을 반영하여 계획한다면 도시경쟁력 강화차원에서 충분한 효과가 나타날 수 있을 것이다. 넷째, 소프트웨어 측면에서의 도시경쟁력 강화를 위해서는 거주자의 정주율을 높이고 방문자의 재방문율을 높이기 위한 축제, 공연, 스토리텔링 등 다양한 문화 콘텐츠를 개발하여 적용할 필요가 있다. 마지막으로 사업의 원활한 전개를 위해서는 사업의 주체인 공무원과 수혜자인 지역주민들의 참여가 중요하기 때문에 주민협정체계 구축과 더불어 사업의 이해도와 참여도를 높이기 위한 디자인마인드 함양 교육이 필요하다. 이러한 연구결과를 통해 도시경쟁력 강화를 위해 단순한 거리경관요소 개선 뿐 만 아니라 문화적환경요소와 디자인정책을 종합적으로 적용하고 적극적인 주민참여를 유도함으로써 도시경쟁력을 확보 할 수 있도록 유도해야 한다. 본 연구에서 다소 미흡했던 부분은 가로공간의 구조분석, 다양한 사업지 및 추진 조직에 대한 조사 등을 통하여 더욱 심도 있는 연구가 진행되기를 기대해 본다. |ABSTRACT Effective Planning of Themed Street to Improve Urban Competitiveness -Focused on the ‘Design Seoul Street’ Project-

Oh, Ki Soo Dept. of Public Design Administration The Graduate School of Public Policy Hanyang University

The concept of ‘public design’ has existed since long ago in such developed spheres as the U.S., Europe, and Japan, but it was since 2005 that the term of public design began to be frequently used in Korea according to the inauguration of the ‘Public Design Culture Forum of the National Assembly’ in that year. Afterwards, spearheaded by the Ministry of Culture, Sports, and Tourism, the policies and projects on public design began to be promoted by the Ministry of Public Administration and Security, the Ministry of Land, Transport, and Maritime Affairs, the Ministry of Food, Agriculture, Forestry and Fisheries, the Ministry of Knowledge Economy, and the like. At the regional level, such efforts are gradually spreading to regional and local self-governing bodies over the country, with the establishment of Design Seoul Headquarters by Seoul metropolitan government as a momentum. Particularly, Seoul metropolitan government showed great difference from the existing projects for environmental improvement by promoting design-related projects, which had been previously divided by departments, with new systematic and professional organizations, thereby establishing a basis on which Seoul could grow as a city with global competitiveness. Thus, this study researched and analyzed 20 locations of the second Design Seoul Street project which had been promoted to improve the urban brand value, and on this basis, provided suggestions to help promote future projects through typification of streets by themes. Also, as for the method of study, a theoretical and exploratory investigation on urban brand and public design was conducted along with the technical research through field and questionnaire surveys on the 20 locations of the second Design Seoul Street project. Due to spatio-temporal limitation, the questionnaire surveys were carried out in a face-to-face researcher-administered way of interviews with 160 visitors and residents on Samcheong-dong Street, which is evaluated as one of the representative successful cases, and the result was analyzed in comparison to that of the ‘Opinion Survey on Seoul Design Administration.’ From the above research and analysis, problems were derived and on this basis, 10 types of street space were classified by characteristics and forms into culture-tourist, culture-consuming, art-and-culture, symbolic-specialized, business-oriented, living-oriented, pedestrian-oriented, women-oriented, universal, and eco-friendly types, all of which were to be effectively applied to improving urban brands.

Through the above process, this study derived the improvement measures to improve urban competitiveness as follows: First, streetscape should be formed in a way of reflecting the local identity so as to construct competitive urban brands in making up design theme streets. Second, in order to create the characteristic image of streetscape, the overall consistency of street should be ensured by continuous extension of those public facilities to which the standard design, certification system, and specialized design recommended by Seoul metropolitan government are applied. Third, if future promotions of projects fully consider local characteristics and user consciousness as well as reflecting in the planning the 10 types characteristic of design theme street suggested by this study, there will be enough effects in terms of improving urban competitiveness. Fourth, in order to strengthen urban competitiveness in terms of soft power, it is necessary to develop and apply various cultural contents such as festivals, performance, and story-telling that can raise the settlement rate of residents and the revisit rate of visitors. Finally, given the importance of participation of public servants who lead projects and of local residents as beneficiaries for smooth development of projects, it is necessary to construct resident agreement system as well as inspiring residents with design minds by education that can raise their understanding of projects along with their participation in them.

With these measures, urban competitiveness should be secured not simply by improving streetscape elements, but by comprehensively applying cultural and environmental elements and design policies, as well as inducing active participation of residents.

For some limitation of this study, it is expected that there will be future efforts to carry out more in-depth research on various locations and leading organizations of projects.; ABSTRACT Effective Planning of Themed Street to Improve Urban Competitiveness -Focused on the ‘Design Seoul Street’ Project-

Oh, Ki Soo Dept. of Public Design Administration The Graduate School of Public Policy Hanyang University

The concept of ‘public design’ has existed since long ago in such developed spheres as the U.S., Europe, and Japan, but it was since 2005 that the term of public design began to be frequently used in Korea according to the inauguration of the ‘Public Design Culture Forum of the National Assembly’ in that year. Afterwards, spearheaded by the Ministry of Culture, Sports, and Tourism, the policies and projects on public design began to be promoted by the Ministry of Public Administration and Security, the Ministry of Land, Transport, and Maritime Affairs, the Ministry of Food, Agriculture, Forestry and Fisheries, the Ministry of Knowledge Economy, and the like. At the regional level, such efforts are gradually spreading to regional and local self-governing bodies over the country, with the establishment of Design Seoul Headquarters by Seoul metropolitan government as a momentum. Particularly, Seoul metropolitan government showed great difference from the existing projects for environmental improvement by promoting design-related projects, which had been previously divided by departments, with new systematic and professional organizations, thereby establishing a basis on which Seoul could grow as a city with global competitiveness. Thus, this study researched and analyzed 20 locations of the second Design Seoul Street project which had been promoted to improve the urban brand value, and on this basis, provided suggestions to help promote future projects through typification of streets by themes. Also, as for the method of study, a theoretical and exploratory investigation on urban brand and public design was conducted along with the technical research through field and questionnaire surveys on the 20 locations of the second Design Seoul Street project. Due to spatio-temporal limitation, the questionnaire surveys were carried out in a face-to-face researcher-administered way of interviews with 160 visitors and residents on Samcheong-dong Street, which is evaluated as one of the representative successful cases, and the result was analyzed in comparison to that of the ‘Opinion Survey on Seoul Design Administration.’ From the above research and analysis, problems were derived and on this basis, 10 types of street space were classified by characteristics and forms into culture-tourist, culture-consuming, art-and-culture, symbolic-specialized, business-oriented, living-oriented, pedestrian-oriented, women-oriented, universal, and eco-friendly types, all of which were to be effectively applied to improving urban brands.

Through the above process, this study derived the improvement measures to improve urban competitiveness as follows: First, streetscape should be formed in a way of reflecting the local identity so as to construct competitive urban brands in making up design theme streets. Second, in order to create the characteristic image of streetscape, the overall consistency of street should be ensured by continuous extension of those public facilities to which the standard design, certification system, and specialized design recommended by Seoul metropolitan government are applied. Third, if future promotions of projects fully consider local characteristics and user consciousness as well as reflecting in the planning the 10 types characteristic of design theme street suggested by this study, there will be enough effects in terms of improving urban competitiveness. Fourth, in order to strengthen urban competitiveness in terms of soft power, it is necessary to develop and apply various cultural contents such as festivals, performance, and story-telling that can raise the settlement rate of residents and the revisit rate of visitors. Finally, given the importance of participation of public servants who lead projects and of local residents as beneficiaries for smooth development of projects, it is necessary to construct resident agreement system as well as inspiring residents with design minds by education that can raise their understanding of projects along with their participation in them.

With these measures, urban competitiveness should be secured not simply by improving streetscape elements, but by comprehensively applying cultural and environmental elements and design policies, as well as inducing active participation of residents.

For some limitation of this study, it is expected that there will be future efforts to carry out more in-depth research on various locations and leading organizations of projects.