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.