Evaluation of Fashion House Architecture with an Emphasis on Psychological Components and Cultural Identity
Subject Areas :
1 - Assistant Professor, Department of Architecture, Saveh Branch, Islamic Azad University, Saveh, Iran
Keywords: Fashion House, Architectural Space, Environmental Psychology, Cultural Identity,
Abstract :
Architecture and fashion, both as visual languages, play a significant role in representing individual and cultural identity, acquiring meaning through space, time, and user perception. Despite formal differences, these fields share commonalities in human experience, aesthetics, and semantic expression. Considering the lack of interdisciplinary research in Iran regarding the integration of cultural spaces with users’ psychological needs, this study aims to identify and analyze spatial perception and environmental psychology components in the design of fashion houses. These spaces are envisioned not only as commercial or display venues but also as platforms for identity expression, social interaction, and meaningful cognitive experience.
The research adopts a developmental–applied objective with a descriptive–analytical methodology and employs a mixed-methods approach (quantitative–qualitative). Data were collected through literature reviews, field observations, expert interviews, and questionnaires. The Friedman test was used for statistical analysis.
Findings indicate that elements such as the use of textures and materials aligned with traditional Iranian geometric patterns, the integration of native architectural forms to reflect national identity, and the application of information technologies and digital platforms to attract and engage users, significantly influence users’ sense of belonging, spatial invitation, mental engagement, and social interaction. These components collectively shape a more emotionally and cognitively enriching environment.
This study proposes a conceptual model for designing fashion spaces that respond to both cultural context and psychological well-being, contributing to the development of contemporary cultural architecture in Iran.
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