Dr. Mostafa Behzadfar Armanshahr Architecture & Urban Development 2008-5079 14 35 2021 08 23 A Challenge between Modernity and Tradition- Consumerism in Tajrish Architecture A Challenge between Modernity and Tradition- Consumerism in Tajrish Architecture 1 9 136675 10.22034/aaud.2020.191121.1916 FA Marzieh Azad Armaki Assistant Professor of Architecture, Faculty of Architecture and Urban Studies, Shahid Rajaee Teacher Training University, Tehran, Iran Journal Article 2019 06 22 There are numerous modern elements and unprecedented spaces which may result in the determination of the traditional elements of life, whereas traditional elements and their relevant components are ubiquitous and carry on life in interaction with the modern world. Drawing from empirical research, documentary literature, and practical experiences, this paper presents a conceptual frame for understanding shopping centers and the traditional bazaar sector in Tajrish and the trajectory of the sector in confronting modernism. The paper also develops a conceptual framework to describe and comprehend the dialectics of modern-traditional shopping systems in Tajrish. The objective of the paper is to assess and refine the traditional-modern shops in Tajrish through 60 on-site interviews. The paper applies the concept of consumer society via theoretical approaches derived from Jean Baudrillard. The findings of the interview indicate that, unlike many other sites in Iran, this site has met a coexistence among the two different traditional and modern spaces. As an emblem of the contrast inside the Iranian bazaar- traditional men in traditional bazaars and modern men and women in modern shops it results in contrast in traditional economy and modern economy in Iran’s future; the conditions head towards a new economic behavior, a combination of traditional bazaars and modern shops and the intercommunion of the two spaces. There are numerous modern elements and unprecedented spaces which may result in the determination of the traditional elements of life, whereas traditional elements and their relevant components are ubiquitous and carry on life in interaction with the modern world. Drawing from empirical research, documentary literature, and practical experiences, this paper presents a conceptual frame for understanding shopping centers and the traditional bazaar sector in Tajrish and the trajectory of the sector in confronting modernism. The paper also develops a conceptual framework to describe and comprehend the dialectics of modern-traditional shopping systems in Tajrish. The objective of the paper is to assess and refine the traditional-modern shops in Tajrish through 60 on-site interviews. The paper applies the concept of consumer society via theoretical approaches derived from Jean Baudrillard. The findings of the interview indicate that, unlike many other sites in Iran, this site has met a coexistence among the two different traditional and modern spaces. As an emblem of the contrast inside the Iranian bazaar- traditional men in traditional bazaars and modern men and women in modern shops it results in contrast in traditional economy and modern economy in Iran’s future; the conditions head towards a new economic behavior, a combination of traditional bazaars and modern shops and the intercommunion of the two spaces. https://www.armanshahrjournal.com/article_136675_2451d536d80f8fd110d939365c5faafd.pdf