Advances in Environmental Biology, 9(4) March 2015, Pages: 173-176 AENSI Journals Advances in Environmental Biology ISSN-1995-0756 EISSN-1998-1066 Journal home page: http://www.aensiweb.com/AEB/ Corresponding Author: Oday Qusay Abdulqader, School of Housing, Building and Planning, Universiti Sains Malaysia E-mail: odaychalabi@gmail.com Effects of Simplicity and Complexity Interior Design Strategies in The Identity of Place Oday Qusay Abdulqader, Fuziah Ibrahim, Azizi Bahauddin School of Housing, Building and Planning, Universiti Sains Malaysia ARTICLE INFO ABSTRACT Article history: Received 12 October 2014 Received in revised form 26 December 2014 Accepted 1 January 2015 Available online 17 February 2015 Keywords: interior design, identity of place, retail interior design, simplicity, generating shape Identifying any society and culture, starts from perceptions main shapes, elements, and strategies of design that used to generate it, which visitors or users can realize it from the interior space, especially in retail space within shopping streets that represent the architectural identity of cities. Many important space that represents the architecture and interior design identity, which is considered interface cultural cities, like shops, restaurant, café shop, and gallery spaces. The first impression to the users when they moved through this area that any shape, element, or formal relationships used in interior space are represents the identity of place, it is an identity icon of that city or culture. The interior design has to follow the clear rule to modify and re-shape the historical or traditional shape elements in order to preserve the cultural heritage and architecture identity of the place. Interior space is an assemblage for symbols shapes, which address the users' minds to realize the real identity of the places as macro levels. Quantitiative methodology was used geometric analysis and variables. the Focusing on related studies shows main variables, were identified to design a measurement table. These variable considered the main lines to interior design by simplicity way. In the methodology part, After making a geometric analysis of selected samples from the shopping street as a case study, matching processes were done by the variable table (check list) to check the value of matching between simplicity variable and simplicity design. Re-shaped process will be done for the same sample, by modelling and abstracted the main shapes and make the questioner for normal users of retail space to measure the value of editing the original shape by aesthetic and originality values. © 2015 AENSI Publisher All rights reserved. To Cite This Article: Oday Qusay Abdulqader, Fuziah Ibrahim, Azizi Bahauddin, Effects of Simplicity and Complexity Interior Design Strategies in The Identity of Place. Adv. Environ. Biol., 9(4), 173-176, 2015 INTRODUCTION Understanding shape is important to can use it again in same or modified concept in interior design process. The designer can use known form from any architecture style in different shapes, but the designer must know the structure of shapes, especially when the designer used icon's shape from any architecture style, which reflects the identity of that place. Using shapes and relations. Each existing shape has rules to generate it. It is very hard to generate shapes from shapes without geometric analysis to understand the shape. The modifying process for objects should follow minimum rules of the original shape, if recipients couldn't realize the shape and match it with recipients' mental image, that will create confusing problem and losing the identity of shape. Some designs reflect wrong ideas and different story of place because designers used modified shape. In this paper, Simplicity in design doesn't mean reducing elements and shapes, but the most important action is how to re-constriction new shapes from one original shape and makes it simple or complex. In this era, designs going to be more simple or complex because the technology development in generating shape, modelling, materials, lighting, and all areas linked to the interior design process. Technology development should support designers to create creative designs without losing the identity of shape and place because the excessive use of simplicity and complexity in generating new shape from original one. The derivation processes are the most important processes that designers should cover it before generating process. Design of retail space affected by the technological era, especially in shopping street that contained architecture value because it's special style, which reflects the story of a place. Visitors and citizen should understand space as identity by using icons of shape that related to that space or city. Modifying shape should depend on derivation processes to be in the safe side. Methodology: