The aim of this study is to investigate the relationship between the accumulations of memories on perceived quality, identify and evaluate the factors affecting the evocative and image-ability of urban spaces is a case study, to clarify the theoretical framework of this quality, able to planners, urban designers, urban spaces help to improve communication with citizens. In this study, Vali-Asr Street in Tehran has been chosen as the study area. This applied research and research methodology is based on inferential statistics. The results showed that mean in terms of activities and users more important than the physical elements. In fact, planning to improve physical factors also need to increase the possibility of forming various activities and also improve the image and appearance of the environment in mind is the user-space, To promote heritage and collective memory and identity, heritage gathering of citizens' daily life in the urban environment.