Explaining the Role of the Visual Arts Community in Shaping Contemporary Residential Architecture in the (1) Region; Tehran City (From 2008 to 2018)

Excessive consumerism leads to the manifestation of architectural works that can be confusing, often diverting attention from the importance of structures and the context of realizing a work or the vitality of a cultural and artistic movement in society. Therefore, the main aim of the present research is to elucidate the role of the display-oriented society in shaping the architecture of residential buildings in Region 1 of Tehran (from 2008 to 2018). The research methodology is qualitative-quantitative, and the research strategy is descriptive-analytical. Data collection is conducted through library and field studies. The display of architecture manifested through elements, design types, building facades, decorations, and overall structures, is apparent in the residential buildings of Region 1 in Tehran. This is evident through decorative additions on facades, large and unidirectional windows, lighting types, and color combinations, accompanied by curved forms, and most importantly, high-rise constructions. These factors, together, have transformed the residential buildings in Region 1 of Tehran into one of the most affluent areas, significantly elevating property values in this area. The results of the research indicate that contemporary residential buildings in Region 1 of Tehran, particularly during the years from 2011 to the present, have adopted a prominent ornamental aspect. Without alignment with Iranian identity and culture, these buildings have transformed these areas, heavily relying on elements such as decorations and modern forms. They are highly consumer-oriented, aligning mainly with the tastes of the client and the architect. Therefore, residential buildings in this area are intensely consumer-oriented and have, to some extent, taken shape solely due to consumerism.