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For the first time in art history, the article reveals the concept of “artistic image in architecture” (architectural image) through the prism of the nature of art, the cultural and historical situation and the variability of deciphering semantic codes. An review into the history of humanitarian thought (ancient and German classical philosophy, journalism and art history of the XIX century, history and theory of art, art criticism of the XX – early XXI century) allowed us to identify the fundamental concepts of the category “artistic image”, among which – continuity of phenomena and elements of the subject-spatial environment at the level of archetypes, reflection of world perception and the universe in the form of encoded information, objectification of an artistic idea, mental and epochal predetermination of interpretation of the world model, interpretation of reality in the context of a socio-cultural situation, contextuality of existence. An artistic image (architectural image) contains metadata about a person and society, social beliefs and preferences, and values prevailing in a particular cultural and historical period. Through the metaphysical relationship with the archetype, the artistic image in architecture expresses the truth of judgments (messages) about the essence of objects, phenomena and situations in the surrounding world (real or virtual). An artistic image (architectural image) objectively reflects the picture of the world and is a synthetic category of art that represents in its content the unity of three interpretative aspects: as a phenomenon of the culture of a society of a certain era, in which cultural and historical meanings are embodied by means of symbolization; as a cultural and historical event, the essence of which is predetermined by the course of evolution, the demands and needs of society, the level of scientific and technical development of civilization, conceivable in the unity of the possible and actual; as a method, form and product of mastering and reflecting reality.