چكيده به لاتين
The projects of large-scale trade centers (malls) are one of the important urban spaces, especially in big cities. Therefore, the study of these projects and their various dimensions including their cultural and social consequences is of great importance .The main question of this this project is that what are the consequences is the construction of Atlas Mall complex in Niavaran for the neighborhood's identity of the inhabitants of its surrounding neighborhoods (Niavaran ,Aqdasieh and Farmanieh), and what are its major driving forces and its scenarios ?
The author tries to take a comprehensive view to answer the above question through establishing an effective connection between different concepts, texts and disciplines including futures studies, neighborhoods identity, large-scale trade centers projects and the impact analyses along with the explanation of relevant principles.
Given the main purpose of this project that is the study of probable impact of urban projects on local identity while taking some major uncertainties into account, the main approach of this study is futuristic and it is conducted by the method of specialized scenario planning software's. In this method, all possible scenarios are devised by some kind of scenario planning software and the extent of the neighborhood is measured in the framework of these scenarios. The data were gathered by using researcher made questionnaire, several in depth interviews with local notables and interviews with experts in the framework of a survey conducted on the inhabitants and residents of their above neighborhoods, local notables, and visitors of three active complexes, Kourosh ,Arg and Paladiom .Statistical population consisted 300 ordinary persons,15 local notables and 25 experts who were selected at random ( in the survey)and by purpose (in qualitative interviews).Due to using future studies approach, experts were frequently consulted. During the survey, neighborhood’s identity was proved to be strong and the attitude of residents towards the Atlas mall complex which is under construction was proved to be at the medium level and in some occasions, it was negative because of physical and esthetic considerations.
According to findings, first 19 main driving forces were obtained which 6 of them were identified as determining driving forces. In the next step, two main scenarios were extracted by using Scenario Wizard software and expert's opinions. One of these scenarios expressed deep changes in the identity of neighborhoods adjacent to Atlas mall because of the introduction of foreign brands, the extent of acceptability of the modern architecture of this trade center and the promotion of consumption models, while the other regarded that these change would occur in a slower and more gradual pauce due to the gradual introduction of foreign brands and an architecture which is compatible with the environment .
Then, scenarios were prioritized based on experts' view, there by the second scenario was known to be more likely to happen. Also , since the realization of the second scenario was more consistent with the modern and valid principles of urbanism, it was considered to be a more desirable scenario and some strategic policies were recommended for its realization.
According to the findings ,the goals of urban planning and policy-making should be specifically based on bolstering security and moral issues , project management ( interaction with customers and 24 hour programs in the complex),activating public and leisure spaces especially providing public, leisure and cultural spaces in Atlas mall complex.
Keywords: big trade complexes, Megamall, neighborhood's identity, future studies, scenario planning, Niavaran , Atlas mall.
