Developing a Conceptual Pattern of Creating "Mental Imagination" Relying on Shopping Centers in Tehran (Case Study: Iranmall, 7Center & Saray_e_Delgosha)

In addition to its key position in structure of city,public _space of a city is a carrier of stories,meanings and cultural and social values of societies due to its perceptual and symbolic space.Therefore,it should have an interpretative role within its physical text and through its functional and semantic spectrum,it should be able to inject social values into the city's body that always read and interpreted.Therefore,not paying attention to the quality of meanings perceived from urban spaces can become the basis of identitylessness and social instability of cities.This issue becomes more important,especially in case of public_projects with high_audience,such as large shopping_centers.These centers,by creating meanings and images in people's minds,can be influential in the identity or placelessness of urban spaces.Unfortunately,some of these [i]S.C.in Tehran are far from the expected meaning and mental image, and in the form of an "independent_package_of context_meanings",they cause the creation of an undesirable mental_ image, and subsequently provide anonymity,social instability and a decrease in the quality of life in Tehran.so, the goal of the research is "to present a conceptual_model of creating a mental_image in Iranmal,7center and Saray_E_Delgosha S.C.in Tehran" In order to conduct this research, a mixed approach was used.First,"content analysis of texts" with document studies; It led to the extraction of the primary conceptual_model from mental_image.Then,with Delphi_method and interviews with urban_planning_experts,emphasizing three_S.C.and NVivo11, new_indicators were extracted,which led to the evolution of the initial conceptual model.In order to verify the effectiveness of the indicators obtained in the conceptual model on the creation of mental image in three S.C.survey_method was conducted with a questionnaire from citizens and data was analyzed in SPSS with a sample_T_test.Finally, the significance analysis between the components and indicators of the conceptual model was done with Pearson's_correlation test in SPSS and the conceptual model of the study was confirmed.findings show that mental_image in the three mentioned centers can be caused by 3_components(spatial,temporal,social),and 6sub-components (profile,symbolic,imitative,perception of memories,historical_place and sustainable_social_values)and 22indicators. Based on this, the idea that is formed in people's minds, is caused by the spatial, temporal and social_components which is implemented with physical, activity and scale measures, to establish balance between the objective and mental approach.