Journal of Urban Economics and Management

Abstract

This study investigates and explains the factors influencing the formation of cultural and artistic identity in urban streets through a case study of Zand Street in Shiraz and the design of a cinema complex based on the real needs of society. The statistical population includes all social groups, especially artists and filmmakers, who were considered representatives of the broader community in the survey process. The research benefits from both quantitative and qualitative data analysis. Data collection was conducted initially through library research and later through field methods, including observation and questionnaires. For this purpose, the SWOT analysis method as well as the AHP method were employed to evaluate the relationships between the components and to determine their weights.

The findings indicate that enhancing the cultural–artistic identity of Zand Street requires simultaneous attention to both functional and identity–aesthetic dimensions. In the functional dimension, permeability, diversity, flexibility, modernity, and safety play key roles, while in the identity–aesthetic dimension, legibility, mental image, symbolism, sense of place, visual compatibility, and attractiveness have the greatest impact on strengthening spatial quality and the identity of the design. Furthermore, the evaluation of two design alternatives showed that the second alternative, due to its greater alignment with functional and identity–aesthetic criteria, is the superior option for the development and design of a cinema complex along this urban axis. Accordingly, developing design guidelines based on integrating historical identity with contemporary needs, creating interactive and multifunctional spaces, and utilizing indigenous architectural elements alongside modern technologies are proposed as the main strategies of the research.