Visual Spatial Phantasmagoria

The practice of adaptive reuse of heritage buildings converted into cafes has become a significant urban cultural trend. It is creating hybrid spaces that combine historical value with contemporary commercial functions. Beyond their aesthetic and commercial success, these spaces harbor visual narratives that demand critical reading. Drawing on Walter Benjamin’s phantasmagoria as the theoretical framework, this research investigates whether authenticity arises from old materials or from the design presentation of spaces. The research employed a qualitative case study method with three data collection approaches of heritage cafés: visual spatial observation of design elements, photographic documentation of authentic versus designed appearances, and narrative analysis of each cafe. The findings indicate that despite using different strategies—showcasing new modern elements, concealing original materials, and partially displaying old materials—all create similar visitor experiences. Authenticity is not created by the physical treatment of materials. Instead, it is created by the narratives that emerge about them. The adaptive reuse of heritage cafes has created a phantasmagoria with a sense of authenticity through coordinated design and narrative to justify the value. The study concludes that ‘authenticity’ in heritage spaces is intentionally constructed rather than discovered. It provides a critical tool for understanding that contemporary capitalism packages cultural heritage as a commercially profitable spectacle

Adaptive Reuse · Cultural heritage · Documentation · Narrative · Reuse · Visitor pattern · Cultural Heritage Management and Preservation · Cultural Industries and Urban Development · Urban Planning and Governance · Architecture