Aims: The aim of this research was to critically evaluate the restoration carried out in the 2000s on the south-eastern frontage of Hassanabad Square in Tehran, and to distinguish between the pictorial façade reconstruction that resulted and the authentic revitalisation of the historic urban fabric based on principles of authenticity grounded in Iranian architectural identity.

Methods: The study adopted a qualitative descriptive–analytical approach. Data were collected through the review of key conservation charters, historical documents, and field observations, and were analysed using a four-dimensional authenticity matrix addressing design, materials, construction, and context.

Findings: The findings showed that the intervention partially restored the visual legibility and skyline continuity of the Square in terms of context. However, it did not succeed in the other dimensions. The design failed to integrate façade, structure, and function, resulting in a decorative surface with limited architectural coherence. In the dimensions of materials and construction, the continuity of original substances and craft was not maintained, weakening the semantic relationship between the façade and the historic urban fabric.

Conclusion: According to the findings, the restoration of the south-eastern frontage represents an example of urban conservation lacking a comprehensive understanding of authenticity. The study highlights that successful international restoration models cannot be directly transferred to a different cultural context. The uncritical adoption of Western façadist approaches, without grounding them in the theoretical and cultural foundations of Iranian architecture, is unlikely to achieve genuine place-based identity.