The project concept is based on four principles. First one is, utilizing the materials found in the traditional architecture of the southeast regions of Turkey. Stone and wood are materials that are extensively used in the buildings of that region. Interior and exterior facades of the shopping center are clad with travertine and wood panels. 

The second principle is, giving importance to the use of shading structures in exterior and interior spaces. Shading structures are crucial there, due to the hot and arid climate. Especially perforated structures that take shape by engraving of a wooden material out of geometrical patterns are widely used in these regions. The ceilings of the corridors, squares and foodcourt areas in the Urfa Piazza alludes to this use of perforated shading in the traditional southeastern architecture.

The third principle is the integration of soft landscape elements to the design. The hot climate necessitates the use of landscaped elements especially again for shading reasons on the streets and parks. There is a landscaped courtyard at the Urfa Piazza that is used for the recreational activities.

The fourth principle is providing diverse amenities at the exterior and the interior spaces of the building. The urban life is based on spending time at the outside in the southeastern regions. Inhabitants spend their time at the outside eating and recreatinal areas. Urfa Piazza provides foodcourts, squares and courtyards that serves for this purpose. There are pervasive restaurants that display foods for the traditional southeastern cuisine in the building.