Islamic Ornamentation and Identity in Modern Retail Interior Spaces on Reinterpreting Cultural Expression within the Malaysian Context

HRMARS - The speed at which the globalization of design has affected retail design has led to quite mediocre homogenization in today’s retail interior design actually ruining local cultural identity. Whilst a lot of modern retail spaces in Malaysia adopt an unoriginal international minimalist and industrial styles, there is often no real consideration for local cultural context or as it’s seen a meaningful form of identity. The research aims to explore how local cultural context such as Malay Islamic motifs and ornamentation can be translated into the modern retail interior context, and preserved as a form of identity of culture with contemporary functionality in design. A qualitative multiple-case study approach is undertaken where the selected Malaysian retail interiors that are incorporated with Malay Islamic design form part of the research. The information was gathered in an organized manner through semi structured interviews with retail owners and interior designers. Thematic analysis uncovers three prevailing strategies of adaptation; the translation of Islamic geometric and arabesque motives into new materials and fabrication processes; the incorporation of decoration as spatial layer, rather than surface ornamentation, and the remediation process created with light modulation, texture and interactive storytelling to add spaces for user perception. The results indicates that a context-based re-interpreting strategy to integrate the Islamic ornamentation into retail space is essential for integrating this Islamic signage in retail store where the modern commercial value of branding must be balanced through meaningful cultural reference. This paper supports the conversation about culturally sustainable interior architecture by suggesting a design references for accommodating Islamic motifs in contemporary retail spaces, particularly in Malaysia. Finally, the findings provide designers and retailers with practical references on how to enhance local identity while taking advantage of global retail trends.