Micro-components of Experimental-aesthetic Quality in Commercial Spaces Aiming to Improve Social Interactions

Environmental quality and different aspects of interior architecture of shopping centers as an effective factor on shopping behaviors of people is of a great importance in creating social interactions. Considering the comprehensiveness of sustainable place model in delivering environmental qualities (functional, experimental-aesthetic and environmental) as well as objectives of the research, the present study examined the experimental-aesthetic quality in commercial centers. Today, with the advent of modernization and huge changes in the system of people’s lives, employing visual and aesthetic elements for emotional and conceptual receptions have been ignored in almost all commercial centers in Iran. The main concerns of this study to establish social interactions includes following the original concepts of traditional bazaars for recognizing and understanding the space and applying modern methods of interior design of prosperous commercial centers in different parts of the world. The main question of this study is that “What are the solutions of interior designs of commercial spaces by considering the experimental-aesthetic quality in traditional bazaars and successful commercial centers in order to have successful social interactions?” This study aimed to introduce the criteria and micro-components of experimental-aesthetic quality (form and body, mental conceptions, visual quality of place, public arena, and emotional quality and space arrangement) in order to increase social interactions and explain the interior design solutions in commercial centers. The method was analytical-descriptive and the concepts were extracted by content analysis and coding the collected data through MAXQDA12 Software. Then, among the designed solutions based on micro-components of experimental-aesthetic quality, a survey for reporters was designed and conducted in the form of a quastionnaire, and the results were evaluated by the SPSS software. Finally, among the evaluated design strategies, visual attractions were extracted through color and light reflection related to the visual quality of place and space design in such a way that it can be used by everyone and is related to the quality of the public arena that had the highest priority in the survey.