THE LOSS OF CULTURAL IDENTITY IN INTERIOR DESIGN UNDER GLOBALIZATION AND APPROACHES TO THE REINTERPRETATION OF DECORATIVE ELEMENTS
Abstract
This article investigates the phenomenon of cultural identity erosion in contemporary interior design in the context of intensifying globalization. The objects of study are residential and public interior spaces that replicate universal stylistic models — Scandinavian minimalism, loft aesthetics, and neo-modernism. The subject of analysis is the corpus of traditional decorative elements understood as semiotic carriers of cultural code. The aim of the research is to develop a conceptual model for integrating traditional ornamental language into contemporary architectural and design solutions. The methodological framework comprises comparative analysis, grapho-analytical method, case study method, and design modelling. The study identifies five recurring mechanisms of traditional décor transformation, formulates principles of adaptive ornamental integration, and develops a conceptual scheme of "cultural resonance" in interior space. The scholarly contribution of the work lies in the systematization of methods for reinterpreting national decorative tradition within the context of contemporary architectural and spatial design. The practical significance of the findings resides in their applicability to design practice, design pedagogy, and the preservation of historic and cultural heritage.
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