in the article, based on an analysis of some examples of interactive architecture, possible trends in its development are identified. As an example, modern media objects are considered, like Times Square in New York; Iluma Complex in Singapore, Kunsthouse in Graz, Austria, Harpa Concert Hall in Reykjavik; innovation center "Hypercube" (HyperCube) in Skolkovo; Rostov-Arena Stadium In Rostov-on-Don. Described are distinctive features of investigated objects, as well as its formation on the basis of computer and multimedia technologies. The influence on the appearance of the urban environment and the social activities and communication between people that take place in it is investigated.

Keywords: interactivity, media architecture, information technology, dynamic, trends, development, perspectives, urban environment

The article indicates the need to use a factorial approach in the study of architectural heritage as applied to the architectural solution to the problem of modern retail environment in the Rostov region. On the example of E.M. Nikitin's trading house in Rostov-on-Don and club of the Credit Association in the Starocherkasskaya village the objective (human environment) and subjective (human mentality) factors which conditioned their constructive, planning and architectural and artistic peculiarities are outlined. From the position of rethinking of conceptual basis of formation in the Rostov region the significance of architectural and artistic image of these objects in giving "Rostov color" to the urban environment is determined. By the example of E.M. Nikitin's house and having studied the analogues of the clubs of the beginning of the XX century the Club of the Credit Association is restored. Conducting urban analysis revealed the need to reconstruct the building of the Credit Association for the public function "Exhibition Gallery".

Keywords: Architecture, construction, art nouveau, trading house, Nikitin's trading house in Rostov-on-Don, Credit partnership, club, Starocherkasskaya st.

Club architecture of the XX century has a significant role in the history of architecture development both in Rostov-on-Don and in Russia as a whole. This is due to the presence of a number of tasks, which clubs were solved in the formation of Soviet society. The change of socio-economic formation, the nihilism connected with the oblivion of some tendencies in the Soviet architecture as something alien, exposed the problem of the study of architectural form - the clubs of 1960-1980. The study, which previously did not pay due attention. As a consequence, the formed "gap" in the architectural history of the unique form of clubs, the lack of emphasis on the need for their study and conservation can lead to an irretrievable loss of structures which have compositional and artistic value. One of such objects is a club of tourists and climbers "Planet", located in the park named after N. Ostrovsky in Rostov. N. Ostrovsky Park in Rostov-on-Don. The relevance of the study of its architecture for history and local history prompted the writing of this article. The peculiarities of the club are discussed, the analysis of urban planning and volume composition of the building is carried out, it reveals the uniqueness of the building. Determined the architectural and artistic features of the building on the basis of field research and the study of preserved historical and graphic materials. The value of the object (wall of basalt stone), as a structure reflecting the main directions of the club of tourism and mountaineering is revealed, its current state is recorded.

Keywords: Planet Club architecture, mountaineering and tourism, basalt rock, reconstruction, N. Ostrovsky Park, feature