Speaker
Description
In recent years, cafes located on side streets or in the peripheries of major commercial centers have emerged as a significant trend. These establishments overcome less favorable locational conditions by offering unique and differentiated experiences that set them apart from traditional retail spaces. Moreover, in urban contexts, cafes have evolved beyond their functional role as providers of food and beverages, becoming vital spaces for everyday social interaction and cultural exchange. The spatial evolution of cafe locations reflects a notable shift in consumer preferences, driven by the rise of social media and the commodification of urban spaces, from traditional accessibility-driven locational strategies to a greater emphasis on streetscape quality. This shift highlights the growing significance of cafes as third places, where evolving locational dynamics enhance their role in fostering social interaction, cultural exchange, and a sense of community.
Furthermore, pedestrians' perceptions of place derive from the interaction between the physical environment of the streetscape and individual establishments. Cafes, as quintessential spaces of spatial consumption, make it essential to understand how streetscape qualities influence location decisions. However, most studies focus on traditional locational factors such as accessibility and agglomeration effects. How do visual and perceptual streetscape characteristics shape location patterns, and what do these patterns reveal about the evolving relationship between urban commercial activity and cultural landscapes?
To address these questions, this study examines Hongdae area, Korea—a central business district known for its vibrant culture, artistic creativity—to evaluate the limitations of traditional location theories in the location of cafes and to explore their broader role in urban spaces. To this end, semantic segmentation techniques and a deep learning model based on the Place Pulse 2.0 dataset are used to categorize streetscape characteristics into visual attributes (e.g., greenness, openness) and perceptual qualities (e.g., liveliness, aesthetics).
The findings reveal a significant departure from traditional commercial location theories that prioritize foot traffic and centrality. Consumers increasingly prefer locations that provide aesthetic value, a sense of place, and opportunities for social interaction. The analysis showed that in the initial phase, cafes were primarily located in high-traffic commercial areas near Hongik University, reflecting conventional locational factors. In the second phase, characterized by the expansion of commercial activities, cafes gradually shifted towards semi-peripheral areas such as Sangsu-dong, offering pedestrian-friendly environments with broader sidewalks and reduced enclosure. By the third phase, cafes were increasingly located in residential neighborhoods like Yeonnam-dong and Mangwon-dong, integrating into narrow alleys with visually appealing streetscapes. These areas reflect a growing consumer preference for unique, experiential spaces over purely functional convenience. This trend illustrates the increasing importance of visual and experiential urban qualities in shaping consumer behavior—a shift further amplified by social media’s emphasis on visually appealing and shareable spaces.
From an urban planning perspective, these findings highlight the dynamic and interconnected processes through which sense of place, urban culture, and living heritage evolve. Cafes contribute to these processes by shaping and responding to the cultural identity and social vitality of urban spaces. This research suggests a planning framework that considers streetscapes not as static elements but as active components in fostering a sense of place and cultural continuity. These insights emphasize that urban planning can create environments that integrate aesthetic, social, and cultural dimensions, enhancing their relevance and resilience in a rapidly changing urban context.
References
Christaller, W. (1933) Die Zentralen Orte in Suddeutschland (the central places in southern Germany). Jena: Gustav Fischer.
Gehl, J. (2013) Cities for people. Island Press
Oldenburg, R. (1999) The great good place: Cafes, coffee shops, bookstores, bars, hair salons, and other hangouts at the heart of a community. Da Capo Press.
Kickert, C., & Talen, E. (Eds.). (2022) Streetlife: Urban Retail Dynamics and Prospects. University of Toronto Press.
| Keywords | Cafes; Location Shift; Spatial Dynamics; Streetscape; Walkability |
|---|---|
| Best Congress Paper Award | Yes |
