Journal of Iranian Architecture & Urbanism(JIAU)

Abstract Extended Abstract Background and Objectives: Contemporary commercial spaces fall under quasi-public spaces, which have long served as the physical platforms of social, economic, and cultural aspects for public life. Today, these spaces are not just confined to commercial functions; rather, they have taken on a cultural turn to turn into places for recreation and leisure of the young people and also social contexts for the formation of their identity and behavior. Also, anthropological developments have changed the man-place and man-man link in the place. In modern society, individual tastes are important, while modernism and change are recognized as the social values of the modern world. Changes made to commercial spaces, on the one hand, and the individual-environment relationship in these spaces, on the other hand, have affected and transformed users’ environmental evaluation criteria of commercial spaces, while creating new challenges and opportunities at the same time. Hence, young people are influential in public and quasi-public spaces, and they should be considered as a large resource in planning processes. The present study aimed to examine the environmental characteristics of contemporary shopping malls from the perspective of the youth by investigating Isfahan City Center Complex as the case study.
Methods: The methodology of this study was descriptive-evaluative. Since people’s evaluation of the environment may vary from one individual to another, it is required to adopt a qualitative and exploratory approach to meet this goal. Hence, the present study used case study strategies and qualitative approaches. Data were collected in two general sections. In the first section, a self-evaluation tool was used for the free expression of beliefs and attitudes in the form of semi-structured open-ended interviews. Interview items and propositions were developed based on the conceptual framework of the study, encompassing people’s holistic assessment of locations, the length of time spent in these locations, their preferences within these environments, the driving factors behind their visits, and their suggestions for alterations, reductions, or additions to these places. In the interviews, purposive sampling was used and the interviews with the youth ranging from 20 to 30, who had visited Isfahan City Center Complex, continued in several stages until theoretical saturation was met. As for the validity and reliability of the study, library sources, field observations and two place- and individual-oriented behavior maps or behavior tracking, along with the interviews, were used. These non-interventional field observations were performed in a macro-level behavioral unit, for which behavioral mapping was provided for ten days with the presence of the observer at Isfahan City Center Complex in March 2020.  Also, interview data were analyzed using Theme Analysis Technique and Atlas TI 8 Software, while observation data were analyzed by simple descriptive statistics.
Findings: All open codes and categories were extracted from interviews and analyzed, as only the final criteria were provided in the form of findings following the investigation of indicators and field observations. These observations were collected for each behavioral center at three-time intervals, while group movements and behaviors were outlined in the form of lines in separate maps; after this, all tracking maps were outlined in the form of a combined map resulting from an overlap of single tracking. In the next step, the validity of the expressions made within the self-evaluation tools, the indicators resulting from responses and their divergence from and convergence with what occurs in field observations were examined and interpreted. Accordingly, the youths’ evaluation of the Isfahan City Center Complex involves a variety of physical-environmental, functional-activity, social-cultural, and individual-psychological dimensions. Each of these dimensions has indicators that sometimes overlap, and are finally presented in the form of theoretical models.
Conclusion: Findings revealed that commercial spaces at Isfahan City Center Complex are affected by the environmental factors across physical, functional-activity, social-cultural, and individual dimensions. Consequently, these factors have reshaped the complex, turning it into a quasi-public space characterized by diverse social and cultural interactions. As a result, new commercial space experiences have emerged, particularly for young individuals. In addition, non-environmental economic factors, marketing and managerial factors, complex maintenance, sales festivals and customer affairs and services affect young peoples’ evaluation. Thus, planners and officials are required to consider physical, functional and social changes to affect the quantity and quality of mandatory, voluntary and social behavioral patterns in spaces. Considering physical structures proportionate to some voluntary behaviors, interactive social behaviors and social partnerships, such as creating spatial diversity, along with intermediary spaces and natural views, creating a system of interactive equipment and furniture to create official and non-official sitting opportunities, creating unofficial and flexible collective spaces using decorations, local elements and symbols for holding ceremonies, and establishing social, religious and national festivals and ceremonies, which conform to our culture in local market samples, could contribute to this goal. In this regard, it is essential to use collaborative approaches between young users and space officials in designing and planning contemporary commercial spaces, such as Isfahan City Center Complex. In the end, concerning commercial spaces planning, it is required to strike a balance between preserving elements from local cultures and historical spaces, as seen in traditional examples, and incorporating these elements into contemporary contexts.

Abstract Extended Abstract
Objective and Background: Urban space can be of great benefit to humans when it meets their expectations, making sense in the form of various environmental, social, physical, economic, and other dimensions. Evaluative images reflect the city’s effective public mental image and provide a useful picture of the perceived quality of the dominant elements of the city. The urban landscape is important because it can act as a source of satisfaction for the people or a remedy for the daily concerns of life. The reshaping of the city must be guided by a visual program, the development of which requires an awareness of how people value urban landscape and its meaning.
Methods: This study was conducted to examine Ahvaz citizens’ mental image of the elements along the banks of Karun River using evaluative criteria, such as a sense of relaxation, security, satisfaction, motivation, excitement, and popularity. This paper is an applied research project that has used quantitative and descriptive methods conducted by the recognition-evaluation method (evaluative images). The present study uses a random sampling method in which the female and male respondents are classified equally. The statistical population consists of Ahvaz citizens who were present in the area (residents and non-residents). Respondents were categorized by dividing the area into eight sections. The Cochran model was used to sample and estimate the sample size and to distribute the questionnaire. According to the results of this model, the statistical sample size is 186. The data were collected to evaluate the individuals’ mental image and the degree to which these images were desirable or not (degree of effectiveness) using a questionnaire. The data were analyzed using the SPSS 20 Software. The questionnaire structure consists of two parts. People with the same conditions were not questioned. Therefore, the first part of the questionnaire included questions about age, gender, the number of visits to the park, the vicinity of the living space to the park, the purpose of going to the park (e.g., recreation, exercise, work, study and meeting with friends), and the time of going to the park. The second part of the questionnaire were prepared and formulated to evaluate Ahvaz citizens’ mental images of the elements along the banks of Karun River following the theoretical research foundations using the “evaluative mental images” method.
Findings: The research findings indicated that the general public agreed on the spaces’ visual attractiveness and unattractiveness. According to the evaluative attributes, Ahvaz citizens create strong positive evaluative mental images from the spaces with different functions and high environmental qualities. In contrast, low-quality spaces create poor evaluative mental images in people’s minds. A poor mental image can be created in the viewer’s mind due to low security levels, low-quality equipment, dark sidewalks, dirt and pollution, insufficient sitting spaces on the river banks to watch the river landscape, placement of the settings in solitude and existence of unknown places (i.e., inappropriate location), and finally insufficient green space in the surroundings. This leads to an unpleasant feeling of space for the citizens. However, among the elements and spaces along the banks of Karun River, the bridges, the beach restaurants, the special scenery (e.g., the botanical garden, the sculpture, and the elements), the children’s playground (due to its symbolic nature), the positive nostalgia in the viewer’s mind, the novelty of spaces and functions, and the contrast with the surrounding environment, have formed a positive mental image in the viewer’s mind.
Conclusion: According to studies, Ahvaz citizens’ mental image is lower than the theoretical average due to the low evaluative attributes of walking and sports paths, riverside, youth hangouts, and green spaces. In other words, these spaces have created a poor mental image in the viewer’s mind. Also, an unpleasant feeling has been created in the citizens due to low level of security and quality of facilities, lack of lighting in the walking paths, pollution, lack of sitting space in the riverside to watch the river landscape, placement of the settings in solitude and existence unknown places (inappropriate location) and finally lack of different green space structure in the surrounding. However, among the existing spaces and elements in Karun riverside, bridges, beach restaurants, spectacular landscapes (botanical gardens, statue, and element), and children playground have created a positive mental image in the viewer’s mind due to being a symbol and sign of positive memory in the viewer’s mind, and due to the novelty of the spaces and function and contradiction with the surrounding environment. According to the research findings, the attributes of each section have been lower than the average and have had poor environmental quality. Therefore, it can be said that the following measures can be useful in improving the citizens’ mental image in Karun Riverside. It can be improved by increasing the quality of the environment, enhancing the quality of sidewalks, creating navigation, increasing the social security in Karun Riverside using proper lighting. Provision of required facilities in various spaces along Karun Riverside, providing adequate sitting places, toilets, pavilions, buffet, and restaurants, and beautifying the area by eliminating the corners and blind spots is also helpful. Increasing the lighting in spaces and paths, improving the quality of green space, and applying green space in different parts and increasing the number of symbolic elements are other effective solutions.