Interactive design of new media images and architectural space: taking Hangzhou as an example

Traditional architectural space design often relies on fixed display boards, paper guides, and static displays. Viewers can only passively receive information and lack opportunities to interact with the displayed content, making it difficult to generate deep participation and personalized experiences. This article applied new media images into the interactive design of architectural spaces, transforming and innovating traditional architectural spaces, and providing audiences with a richer and more attractive spatial experience. The navigation service was set as the architectural space design goal, and analyzed using the Leifeng Tower building in Hangzhou as an example. Building Information Modeling (BIM) was used to digitally model the Leifeng Tower building, accurately simulating the building structure, spatial layout, and landscape information. By adding virtual information annotations and navigation routes, tourists were provided with a more diverse and colorful architectural space experience. The experimental results showed that among 400 tourists, the highest number of tourists using augmented reality navigation was 204, and the average satisfaction score of tourists with augmented reality navigation reached 90. Moreover, presenting the guide content in a multimodal form can better enhance the spatial experience of tourists. The use of augmented reality in architectural spatial interaction design can enrich tourists’ perception and experience in the architectural space, enabling them to interact with the building in a more vivid and interactive way.