PROBLEMS, CURRENT STATE AND PROSPECTS FOR BUSINESS DEVELOPMENT

Architecture, being not only the art of building construction but also a kind of mirror of society, reflects not only material needs and technological achievements but also profound intangible aspects of its existence.Intangible factors, such as national identity, collective memory, shared values, emotional experiences, and psychological comfort, play a key role in shaping public spaces.These factors transform them from mere physical locations, confined by walls and areas, into places of power, unity, cultural expression, and social interaction.Exploring these seemingly elusive aspects allows for a deeper understanding of the complex mechanisms by which architectural environments influence individuals and society as a whole, especially in the context of creating comfortable, functional, and inclusive public spaces that meet the needs of contemporary society.National identity is one of the fundamental intangible factors significantly influencing architecture, both at the level of individual buildings and urban planning.It manifests in the choice of architectural styles, the use of traditional building materials and ornaments, as well as in the spatial organization of buildings and public places.National identity is a complex, multifaceted, and dynamic concept that encompasses shared values, history, language, culture, traditions, and collective memory [1].It results from a people's collective self-awareness and self-determination, a process that continuously evolves and adapts to changing conditions.Architecture, in turn, becomes not merely a passive reflection of this identity but also an active tool for its formation, transmission, and preservation for future generations.Architectural objects serve as material embodiments of national identity, acting as markers that define cultural landscapes and contribute to fostering a sense of community belonging.The influence of national identity on architecture can be traced in traditional housing, reflecting regional living conditions and climates, religious structures as centers of spiritual unity, administrative buildings symbolizing authority and governance, and urban planning, often echoing historical development and societal structures.In public spaces, national zones.Urban greenery has a substantial positive effect on residents' mental health, reducing stress, enhancing cognitive functions, and promoting relaxation and recovery [8].Research indicates that even brief exposure to green zones can positively influence mood and well-being.Creating public spaces that consider both national identity and emotional impact requires a holistic, interdisciplinary approach combining knowledge and expertise from architects, urban planners, landscape designers, psychologists, sociologists, and community representatives.It's essential not only to incorporate traditional architectural elements, ornaments, and symbols reflecting the cultural heritage and history of the region but also to design environments that enhance psychological comfort, social interaction, positive emotional experiences, and a sense of belonging.This entails careful space planning, selection of materials, colors, lighting, and landscaping while addressing the needs of various population groups, including children, the elderly, individuals with disabilities, and members of different cultural communities.Architecture that integrates intangible aspects becomes functional, aesthetically appealing, and convenient while also being emotionally rich, meaningful, and inspiring, promoting strong national identity, improving people's quality of life, and creating sustainable and thriving communities.Preserving and advancing cultural and historical memory, an integral part of national identity, is also evident in the architecture of public spaces, forging connections between the past, present, and future, and enabling individuals to feel part of an ongoing historical process [3].Memorials, museums, historical reconstructions, and other objects that preserve the memory of the past become significant elements of public spaces, fostering collective identity and patriotism.Thus, intangible aspects such as national identity, collective memory, and emotional impact play a defining role in shaping the architecture of public spaces, influencing not only their visual appearance but also their functionality, perception, and use by people.They affect the selection of architectural styles, materials, spatial organization, and how these spaces are perceived and utilized by individuals.Considering these seemingly elusive aspects is essential for creating comfortable, functional, inclusive, and meaningful architectural environments that strengthen national identity, enhance psychological well-being, foster positive emotional experiences, nurture social connections, and build sustainable and prosperous communities.Architecture that accounts for intangibles becomes a potent instrument of social change and cultural development.