Strategy of Building Facade Design as a Visual Image for Merdeka Street, Lhokseumawe City

Abstract

Merdeka Street in Lhokseumawe City is a primary urban corridor that plays a strategic role in the city’s spatial structure, functioning as a hub for trade, services, and socio-cultural activities. As a protocol road, the buildings along this corridor significantly shape the city’s visual identity. However, the uncoordinated variation in building forms, scales, colors, and architectural characters has resulted in visual disharmony, diminishing both the aesthetic quality and distinctive identity of the area. This study aims to formulate a building façade arrangement strategy to enhance the visual image of the urban landscape, using the Merdeka Street Corridor as a case study. The main problem addressed is the absence of clear visual regulations and the limited incorporation of local architectural values in existing façade designs. A descriptive qualitative approach was applied, involving field observations and visual element analysis grounded in theories of urban legibility, visual character, and local identity. The findings reveal that the corridor’s visual character is primarily determined by façade elements such as building scale and proportion, massing, color, materials, openings, signage, and integration between building units. A façade design that is targeted, contextually appropriate, and responsive to local cultural values is essential to reducing visual clutter and reinforcing regional identity. The proposed strategy includes developing design guidelines based on functional zoning, integrating local architectural ornamentation, standardizing opening patterns and dimensions, and managing signage and canopies proportionally and harmoniously. These measures are expected to strengthen the visual coherence and urban identity of Merdeka Street.