The Effect of Modern Construction Techniques and Aesthetic Considerations in Cafe Facades: A Case Study of Higher Ground, Georgetown

  • Nor Riezma Dania Mohd Ridzal
  • Izzat Anuar

Abstract

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The café facades in Penang, Malaysia, exerted a substantial influence on the cultural and architectural character of the city. Nevertheless, numerous café proprietors neglected to acknowledge the potential to augment the visual appeal of their establishments, resulting in design choices that inadvertently diminished customer contentment and impeded business prosperity. This study examined the correlation between modern construction techniques and visual elements in the architectural design of café exteriors, particularly in the lively urban setting of Penang. The study utilised a mixed-method approach, which involved the use of quantitative surveys, structured questionnaires, direct observations, and in-depth interviews. The aim was to identify the main factors that contributed to the formation of visual identity and evaluate their impact on customer experience. The findings indicated that contemporary construction methods, such as the incorporation of glass and timber, significantly influenced decisions regarding aesthetics. Moreover, the intentional integration of HVAC systems and double-layer facade designs enhanced both aesthetic appeal and environmental comfort. This study highlighted the importance of purposeful design choices in creating facades that not only appealed to customers but also had a positive impact on the urban landscape of Penang.

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Published
2024-09-30
How to Cite
MOHD RIDZAL, Nor Riezma Dania; ANUAR, Izzat. The Effect of Modern Construction Techniques and Aesthetic Considerations in Cafe Facades: A Case Study of Higher Ground, Georgetown. International Journal of Business and Technology Management, [S.l.], v. 6, n. S1, p. 496-509, sep. 2024. ISSN 2682-7646. Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/27712>. Date accessed: 04 nov. 2024.