ISSN: 2222-6990
Open access
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.
Ahamad, S., & Yasmoon, Z. (2024). Contemporizing Islamic Architecture. International Journal of Environment Architecture and Societies, 4(2), 116. https://doi.org/10.26418/ijeas.2024.4.02.116-129
Bettaieb, D. M., & Alsobahi, A. (2022). Use of Design Theories and Principles in Visual Brand Identity Elements in Commercial and Retail Banks. Journal of Visual Art and Design, 14(2), 111. https://doi.org/10.5614/j.vad.2022.14.2.8
Hilmee, S. M., & Kosman, K. A. (2023). A National Identity Framework Development: Adaptation of Indigenous Culture in Modern Contemporary Architecture. Jurnal Kejuruteraan, 1, 161. https://doi.org/10.17576/jkukm-2023-si6(1)-15
Khalifa, H. E. A., & Lafi, M. W. (2025). Ornamentation and Islamic Identity in Contemporary European Mosques: An Analysis of Cultural, Aesthetic, and Functional Dimensions and Modern Influences. Buildings, 15(8), 1302. https://doi.org/10.3390/buildings15081302
Lilia, M. (2024). Tangible and Intangible Heritage in the Age of Globalisation. In Open Book Publishers. https://doi.org/10.11647/obp.0388
Noordin, M. A. M. J., & Mohamad, F. D. H. (2025). Innovative Interior Design Strategies for Enhancing Functionality and Aesthetic Value in Halal Hub Facilities. International Journal of Academic Research in Business and Social Sciences, 15(6). https://doi.org/10.6007/ijarbss/v15-i6/25739
RASHDAN, W., & Ashour, A. F. (2022). AESTHETIC INTERPRETATION FOR ISLAMIC GEOMETRY IN INTERIOR DESIGN. WIT Transactions on the Built Environment, 1, 89. https://doi.org/10.2495/iha220071
Rashdan, W., & Ashour, A. F. (2024). Heritage-Inspired Strategies in Interior Design: Balancing Critical Regionalism and Reflexive Modernism for Identity Preservation. Heritage, 7(12), 6825. https://doi.org/10.3390/heritage7120316
Szocs, C., Kim, Y., Lim, M., Mera, C. A., & Biswas, D. (2023). The store of the future: Engaging customers through sensory elements, personalized atmospherics, and interpersonal interaction. Journal of Retailing, 99(4), 605. https://doi.org/10.1016/j.jretai.2023.11.005
Ustazah, E. N., Setijanti, P., & Hayati, A. (2025). Experiential retailing in cultural spaces: A case study of multisensory design in batik boutiques. F1000Research, 14, 506. https://doi.org/10.12688/f1000research.163519.1
Zahra, F., & Shahir, S. (2022). Spiritual Aesthetics of Islamic Ornamentation and the Aesthetic Value in Islamic Architecture. Journal of Islamic Thought and Civilization, 12(1), 164. https://doi.org/10.32350/jitc.121.08
Noordin, M. A. M. J., Ibrahim, I. L. H., Khairuddin, M. R., Othmani, N. I., Bahauddin, A., & Kamaruzaman, N. U. S. N. (2026). Islamic Ornamentation and Identity in Modern Retail Interior Spaces on Reinterpreting Cultural Expression within the Malaysian Context. International Journal of Academic Research in Business and Social Sciences, 16(3), 467-476.
Copyright: © 2026 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode