فهرست مطالب پریا البرزی

The family is the most fundamental social unit. Paying attention to the family and the needs of its members, especially the need for leisure, is a manifestation of Iranian and Islamic culture that nurtures healthy people for future generations. Today, commercial complexes are the manifestation of cultural and behavioral changes in the field of consumption and leisure. By accepting social, cultural and recreational functions in addition to economic functions, commercial complexes have been transformed into spaces with mixed and diverse uses and are competing with each other to try to accommodate various groups of society such as women and youth and are suitable for all family members. Therefore, paying attention to a type of leisure for families that is specific to urban and modern life, i.e., visiting and using the facilities gathered in commercial complexes and researching the components of the architecture of family-friendly commercial complexes is the main purpose of this research. The method adopted in this research is Grounded theory with a systematic approach of Strauss and Corbin. The data were obtained through semi-structured interviews with 57 visitors of some selected commercial complexes and analysis behavioral patterns of users of these centers in the areas of shopping, entertainment and leisure. The findings of this study are classified in the form of categories obtained from the analysis of interviews, in 6 main areas: Causal conditions, Context, Core category, Intervening conditions, Strategies and Consequences. The results of this study show that by choosing the family shopping experience as a core category, the consequences of the family shopping experience in both the family and the commercial complex in the context of Tehran can be achieved. Also, effective components in the architecture of family-friendly commercial complexes are other results of the present study, which are mostly in the field of causal conditions and prerequisites for the family shopping experience.

 Commercial complexes have grown significantly in big cities of Iran, in the last decade and are important for various reasons such as large scale and wide range of visitors. As there are interactions between globalization and regionalism, some viewpoints on the critique of the design of commercial complexes and malls, due to technological advances and the conditions of globalization, make these centers similar and repetitive elements in the world and promoters of consumerism. While some other viewpoints, for reasons such as branding strategies and the economic growth of these centers, emphasize a unique and context-dependent identity. The purpose of this study is to explain the intertextuality of the architecture of commercial complexes by reading the relationship between the architectural works of this field and its contemporary or earlier works in Iran and the West. This study also seeks to find out the types and dimensions of the use of intertextuality in the architecture of contemporary commercial complexes.

 The methodology is based on Saunders Research Onion. The research philosophy of the present study is interpretive epistemology, the research approach is a qualitative, and the research strategy is content analysis. It is also explanatory in terms of the type of results. Data gathering was done by document- library information and field survey, and the method of data analysis is descriptive and inductive analysis. The samples studied in this study are a selection of contemporary commercial complexes in Iran.

 The results show that in the intertextual reading of architectural works, the continuity of texts with each other and the effects of interaction and confrontations between globalization and regionalism are evident. The intertextual levels can be classified into "strong/weak" and "explicit/implicit" and the Hypertextualite "imitation/change". The results also show that the use of intertextuality in the architectural form of commercial complexes and malls in Iran is in the form of historical, geographical, and cultural representations and imitations or adaptations of the works of prominent Western architects. From a semiotic point of view, by considering commercial complexes and malls as controlled cities, one can observe the growth of collages of Simulacrum that are a reproduction of other spaces and a manifestation of the use of intertextuality in these centers.

 The analysis of the selected examples in this research makes it clear that the most important influential sources in the design of commercial complexes are the two fields of "historical and cultural background of Iranian architecture" and "contemporary Western architecture". Also, the way texts are related in the architectural design of commercial complexes can be classified into three main areas: "representation", "palimpsest " and "collage of simulacrum" and includes a range of historical, geographical representations, popular fashions, and diverse styles of western architecture. Depending on the type of design of each example (commercial complex), the intertextual levels of the works can be analyzed into weak/strong, explicit/implicit, and imitation/change types.

Branding of commercial complexes is considered as a factor contributing to economic prosperity in cities, attracting tourists, and improving environmental qualities. The design and construction of commercial complexes are among the key factors in branding these centers. The form and facade of buildings and their decorations and details are among the visible and tangible features of buildings that, in addition to their features and functions, can be used as a potential to attract audiences. Commercial complexes in the 2010s in major cities, especially Tehran, have grown and expanded significantly. Their branding can play an important role in the economic prosperity of Tehran, and in building up a good reputation for this city.

This study attempts to identify the role of the form and facade of commercial complexes in branding these centers. This study also seeks to find out how the role of form and facade of commercial complexes in Tehran changes, and determine the degree of its compatibility with the global approach towards this issue.

The method of the present qualitative research is descriptive and analytical. In terms of purpose, it is an applied study, and the data was collected through the bibliographic method and field studies.

The results of this study show that the improvement of the visual quality of buildings being in a favorable connection with the context, in addition to the increasing attractiveness, the establishment of unique and symbolic projects, the interaction with the city, and the display of culture and history, are among the physical branding strategies that are reflected in the design of the form and exterior of commercial complexes. The facades and decorations used in commercial complexes represent the use of modern technology and a medium for conveying the intended messages by the brand owners. The results also show that before the 2010s, the strategies for attracting visitors to commercial complexes were more of pretenses of being up-to-date, while in the 2010s, the roles of design and construction in branding of Tehran’s commercial complexes are almost synchronous with the world, and the design of commercial complexes with distinctive shells and decorations has grown.