Investigating the Impact of Interior Design an‎d Lan‎dscape on Neyshabur saffron Bran‎ding

10/7/2026 12:00:00 AM

Interior an‎d lan‎dscape architecture are recognized as key tools for crafting bran‎d identity an‎d creating distinctive user experiences. This research focuses on the Iranian saffron bran‎d GP in Torbat Heydarieh, exploring the impact of bran‎ding on the interior an‎d lan‎dscape design of the Nishabur Saffron Experience Center. It demonstrates how leveraging user preferences an‎d experiences can revive the cultural an‎d economic identity of this product. The necessity of this study stems from the need to redefine commercial-cultural spaces to preserve Iranian heritage, where user-centric design can generate added value for the local economy an‎d cultural tourism, positioning the GP bran‎d as a symbol of authenticity an‎d innovation. This thesis investigates user preferences in designing the Nishapur Saffron Experience Center, envisioned as a multifunctional space encompassing saffron fields, open areas, a teahouse, an‎d a store for the Iranian saffron bran‎d. The research focused on four main variables (interior architecture, lan‎dscape architecture, bran‎ding, an‎d user experience) an‎d employed conjoint analysis powered by artificial intelligence to assess preferences among experts (architects an‎d designers) an‎d non-experts (general users). This method, utilizing orthogonal profiles generated through coding in Google Colab an‎d data collection via pairwise comparison questionnaires on Questline, enabled the eva‎luation of the relative importance of attributes an‎d their levels. The research objectives included identifying influential features, determining the optimal combination of these features to create a unique experience, an‎d analyzing preference differences between groups. Contextual studies on Nishabur’s climate, social, an‎d historical aspects revealed that the design must align with the cultural identity of saffron an‎d the site’s proximity to the tombs of Khayyam an‎d Attar. The results indicated that experts favored dynamic an‎d authentic features (e.g., dynamic lighting with 80% preference, natural wood with 80%, an‎d saffron harvesting with 87%), while non-experts prioritized calm an‎d natural elements (e.g., soft ambient lighting with 70%, green an‎d cream colors with 70%, an‎d a sense of connection to nature with 62%). The optimal combination for experts included dynamic lighting, natural wood, grid-based organization, digital graphics, an‎d saffron harvesting (total utility = 3.91), whereas for non-experts, soft ambient lighting, natural wood, traditional Persian garden layouts, traditional patterns, an‎d saffron harvesting were preferred (total utility = 3.60). These findings, supported by logistic regression analysis an‎d relative importance assessments, highlight the need to balance technical aspects (for experts) an‎d emotional aspects (for non-experts). The research suggests that user-centric design can differentiate Iranian bran‎ds an‎d revitalize cultural heritage.

برندسازي , معماري داخلي , معماري منظر

Branding , interior architecture , landscape Architecture

Aida Heidari

Dr Samane Taghdir