DEVELOPMENT OF STRATEGIES FOR CREATING EXHIBITION SPACES (PHOTOZONES, 3D ELEMENTS) FOR ORGANIC PROMOTION OF FASHION BRANDS

Abstract

An effective use of exhibition spaces in fashion retail is possible only on condition that the specific properties of these spaces as a medium for user-generated content are taken into account at the design stage. The key feature of a contemporary fashion showroom, pop-up store or branded photo zone is not only the ability to demonstrate products, but also the capacity to stimulate visitors to create visually attractive content under real-life lighting and crowd conditions and to share it on social media platforms. This paper presents the results of a theoretical and applied study of strategies for designing exhibition areas, photo zones and interactive elements for fashion brands with a focus on organic promotion driven by user-generated content. The research summarises current trends in experience-oriented retail and instagrammable space design, identifies the main psychological and behavioural factors that motivate visitors to take photos and videos, and highlights the barriers that prevent them from doing so in real environments. On this basis, the paper proposes a set of practical recommendations for the spatial placement of photo zones within the visitor flow, for the composition and background that allow aesthetically pleasing images without complex post-processing, and for the integration of branded but non-intrusive visual elements and interactive installations, including digital and AR-based solutions. An indicative model for evaluating the effectiveness of such strategies is also presented, combining social media metrics, behavioural indicators of visitor activity in the space and, where possible, changes in sales. The results can be used by fashion brands, shopping malls and exhibition organisers to justify high-performing concepts of exhibition spaces that strengthen brand visibility through organic user activity rather than only paid advertising.