Residence Perception of Urban High Rise Building's scape, Case Study: Shiraz Chamran Hotel

Urban high buildings due to their potential have a great role in creating a mental image of citizens of the city. This article analysed the social perception of residence toward Shiraz Chamran Hotel. The Hotel is the tallest building of the city with height of 110 meters. In the study، theory and strategy of research framework conducted from documents and library study and the second part of the paper used case study with social survey strategy. This paper focuses on semantic and visual aspects of the building scape in the citizen’s preference. And their perceptions of various aspects of cognitive، emotional، interpretation and evaluation are evaluated. The study population consisted of 100 patients (equal proportions of both gender) was randomly selected. The questionnaire included open and closed were distributed among them. Data analysis has been done on SPSS software (version 19). Spearman correlation coefficients between the survey questions have been calculated. Thus، the unprecedented height of the Hotel in the city is the main factor of the pleasant feeling of the citizens which more influenced by sensory perception and its effects will fade after a while. Due to the low capacity of the hotel، cognitive aspects، interpretation and evaluation of the perception of respondents is less. So، guidelines for the development of other high-rise projects have been proposed as below: A) Paying more attention to the innovative and creative aspects of the framework design of tall buildings in the external form and composition of its components; B) Uses of materials with different colors and creative compositions in facade design that can be contributed to the public perception of tall buildings; C) Preparing more visual harmony with the natural and physical fabric of the city due to the lack of correlation with aesthetic perception and contrast differentiation; D) maintaining the identity & understandable concepts in tall buildings and avoid buildings constructed without proper identification with aspects of meaning and symbolic.