Integrating place identity, urban sustainability and globalization: a great challenge for the city of the future

Cities are now increasingly encouraged to specialize and compete with one another to be more attractive to visitors and tourists. While competition means the recovery of degraded historic centres, revitalization of former industrial sites or enhancement of areas for cultural use, it often leads to the standardisation of cities and the consequent loss of place identity and decline in quality of life for its inhabitants. Starting from this premise this paper proposes PlaceMaker, a qualitative method of urban analysis and design, for drawing up urban projects focusing on the conservation and enhancement of place identity as well as able to face up to the challenge of globalization. The method's potential for areas with a predominantly pedestrian vocation is illustrated by means of a case study, the Ramblas in Barcelona, where globalization is creating great changes.