Visual culture of modern urban environment on the example of Vladivostok

• Meseneva N.V., Vladivostok State University of Economics and Service. Russia. Vladivostok

Currently, there are problems of forming the visual culture of the urban environment, the architectural and spatial structure of the city. The article discusses the organization of the design of the visual environment of the city and offers recommendations for creating a more creative visual environment of the city, including street windows, signs, entrance groups  to  offices,  cafes,  shops,  shopping  centers.  The  aim  of  the  work  is  to  identify modern theoretical and practical trends in the organization of the visual environment of urban pedestrian streets on the example of the historical center of the city of Vladivostok. The urgency of the problem is the need to study the modern processes of designing the urban environment, more attentive attitude to the problems of organizing the  visual  environment  of  the  city,  the  need  to  update  the  architectural  and  design theory in terms of a more humane attitude to the problems of society. The novelty of the research lies in the fact that today there is a problem of insufficient development of  the  theory and  practice  of  design  and  the  formation of  a  harmonious  visual  environment of urban pedestrian streets, the practice of applying the latest materials and technologies in modern projects. The article aims to study the existing problems in the field of visual culture of the urban environment. The concept of the article is to organize a better visual environment of the city. The visual environment of the city organizes, improves the ecological, climatic, sanitary and hygienic, artistic and aesthetic environment of the city. As a result of the research, the main components of the design organization  of  the  environment  of  pedestrian  streets  were  identified,  new  design
trends were identified. Including noted the important role of shop windows in the organization of the visual environment of pedestrian streets. Today, there is a need for highly qualified creative designers, prepared for professional activities, who have ideas about the latest scientific developments in the field of design.

Keywords:  architecture,  brand,  visual  image,  showcase,  urban  environment,  design,
building facade