Abstract:

Since the 1970s, the effects of neoliberal policies have penetrated all areas of life, especially cities. Cities and places designed under the influence of globalization and postmodern culture, whose main emphasis are change and consumption respectively; have been criticized for their fictional, volatile and variable identities. On the other hand, spaces, that can interpret current trends and practices within the framework of changing consumer habits and expectations in the global world and host innovative scenarios and experience fictions, can be articulated to the urban fabric in a qualified way. It is seen that various brands, especially technology-oriented companies, adopt fictions that intertwine physical and digital experiences fluently. Recently, due to the pandemic, the necessity of being in healthy environments has emerged, thus, brands have started searching for alternative physical and digital experiences in indoor shopping malls, which are extensions of public space, or in retail stores located in open areas of the city. This study aims to show the value of biophilic design elements in the spatial experience of different-scale shopping venues in the city. In the field study, the concept design of an experience store that belongs to a well-known Turkish consumer electronics brand and is located in an important tourism and shopping destination of Istanbul is discussed. The interior design solutions of the store are classified within the framework of 14 basic biophilic design criteria and their effects on the store employees are questioned using in-depth interview technique. The interview questions are about the employees' evaluations of the old store design and their evaluations of the new store concept and arrangement. The findings reveal the value of biophilic experiences that take place in urban spaces intertwined with commercial activities and are constructed within the place-nature-technology pattern of the city. The conclusion part highlights the need for biophilic design criteria that enables a 'living architecture' in shopping venues of the city and for digital nature (technobiophilia) phenomenon to be emphasized among biophilic design guidelines.

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