Semiotics of Cultural Translation in Multicultural Interior Design Branding: An Empirical Mixed-Methods Investigation into Mitigating Stereotyping and Appropriation

چکیده

In an era of globalization and increasing cultural diversity, interior design branding serves as a potent semiotic field where spatial signs construct brand identities, consumer experiences, and cultural narratives. This empirical research article investigates the semiotics of cultural translation in multicultural interior design branding, with a particular focus on strategies to mitigate stereotyping and cultural appropriation. Grounded in Peircean semiotics, Saussurean sign theory, and Bhabha’s hybridity framework (1994), the study employs a mixed-methods approach: qualitative semiotic analysis of 25 high-profile interior branding projects (hospitality, retail, and corporate sectors, 2018–2025) and a quantitative survey of 182 practicing interior designers across North America, Europe, and Asia-Pacific. Secondary data from industry reports supplement the primary findings. Results indicate that 68% of surveyed designers encountered stereotyping risks in multicultural projects, with only 29% reporting formal training in cultural semiotics. Hybrid translation approaches correlated with 41% higher client satisfaction rates and 26% lower incidences of cultural backlash. Industry demographics reveal persistent underrepresentation, with approximately 72.7% of US designers identifying as White (non-Hispanic) and only 4.84% Black, contributing to elevated stereotyping tendencies. The global interior design market, valued at USD 145.96 billion in 2025 and projected to reach USD 214.35 billion by 2034 at a 4.36% CAGR, underscores the economic stakes of culturally competent practice. The article proposes a Semiotic Translation Protocol (STP) comprising five iterative stages: cultural decoding, hybrid recombination, ethical validation, stakeholder testing, and reflexive documentation. Findings highlight the necessity of interdisciplinary training, community collaboration, and reflexive practice to foster authentic, stereotype-resistant branding. This research contributes to design theory and practice by bridging semiotics with ethical cultural translation, offering actionable insights for creating inclusive interior environments in multicultural contexts.