Reading the Schema of the Contemporary Urban Building Facade of Tehran in the First and Second Pahlavi Eras

Nowadays, it is necessary to consider the urban image, which follows functional and visual systems, providing a comprehensive overview of the city. Unifying and organizing the façade of the buildings by referring to the valuable contemporary architectural works in the First and Second Pahlavi eras have been raised as a necessity in recent literature. The façade of the building and urban image in Iranian architecture is of particular importance. High-performance architecture theory was used to answer the research questions in the present study. The case study was the precious buildings of the First and Second Pahlavi eras. The research approach was the logical reasoning, and the research method was the descriptive-analytical method in which Gestalt analytical methods were used to analyze the systematic historical patterns in the urban façade. The present study aimed to analyze the perceptual principles ruling the façade and the city by concluding the statistical results and based on the related references and interviews with the experts using the logical reasoning method. The research results were concluded to determine the relationship between the formal proportions and the perception process of the building façade by the viewer in the precious facades of the contemporary architectural heritage of Iran. The study findings show that the selected facades of the heritage of the contemporary architecture create a sense of richness in the audiences so that they could have a profound understanding of the facades when seeing them. According to the comprehensive approach to sustainable architecture and guide of the architecture design, the design richness in the samples was the reason for establishing a relationship and the interaction with the audience so that the building façade is perceived as the native identity by the audience.