New horizons for the identity of places: the origin of Metaplace

1. Places of longing

Places have adapted to globalization and the entire world now looks like a single city, at least digitally. Local is juxtaposed with the large-scale, networked world, traditions and tried and tested things are being reinterpreted in urban development in many places with a global longing for comfort called “hygge” (Danish for: warm, cozy atmosphere), and everything should remain as small as possible, because the “good old days” are and remain somewhat regional. However, our reality, problems, and transformations are all-encompassing and global in nature. In this contradiction, how should urban development be carried out and an urban society overcome the challenges? We placemakers are increasingly coming into play, the appeal is getting stronger about the need for good, livable places, but the discussions quickly end up in a superficial understanding of identity as a key element of stone and steel — or, to put it in a more climate-friendly way: wood and green. With a spade in hand, we want to save the world and our planner spirit in urban gardening projects. Mentally, we have the handbook for sustainable places in our heads, but what we do not recognize is that the use of our cities has changed quite a bit and the city on the Internet is no longer a forecast, but an inevitable reality.


Which characteristics therefore shape the identity of a location in the current situation? Until recently, we still experienced places decisively through archetypical spatial figures and local meanings in specific spaces. The story of the local could be understood from the local character. Position, materiality, scale, visual axes and geometric arrangement shaped his identity.

2. New reality

The current situation is far more complex and confusing: Often completely detached from physical space, locations are now shaped by stories, information and, above all, strong images. Virtual and physical things are inextricably linked to our perception and use of the city. We navigate through urbanity and landscape with our smartphones, constantly find new connections, places are becoming Instagrammable or even smart — meaning that the identity of places is no longer only formed by local criteria, but is also charged online. We visit many places digitally before we can actually experience or empathize with them, and often the feeling of knowing them develops prematurely without ever having been there. Technological integration and digital control in space are changing our logistics, mobility and living and working in the city. For successful placemaking, this means thinking of sustainable ideas for the identity of places. As a human-centered planning method, however, we do not design places without their inhabitants and ask ourselves central questions such as: What meaning do people assign to places individually and collectively? How are they being used? What wishes and dreams do they associate with them? And what characteristics characterize good places? The answers should no longer be absolutely clear, as the relationship between people and places is complex and in rapid change. Previously, our world seemed more understandable, localized and organized, factors such as digitality, climate and social life are affecting the reliability, significance, and identity of places. Trade and work are becoming increasingly fluid and multi-stationary. No fixed address? No problem either.

3. The narrative

The reality of this new order requires a new understanding of this contemporary reality: Metaplace. It is the immediate extension of real places into the digital levels of the virtual world, but turns digital into something physical again as soon as we interact with each other in video conferences or smart infrastructures control our cities and buildings. And no, Metaplace is not a trendy start-up invention, but the everyday life we live in. Let's be honest, who else puts their smartphone out of their hands while moving around in physical, real life? Almost no one. One of many reasons why location identity can therefore no longer be defined purely spatially. The virtual world now produces too many images and cultural stereotypes for us to be able to experience places in a “completely clean” way. In short, it creates typological places of longing that also serve as material for a global attention economy.

The multi-media and virtual face of a place created in Metaplace can now be consciously influenced — in such a way that it changes our actions in a place. Mission statements are a tried and tested means of achieving this, which have great potential for longing. The European city, for example, proclaims a mixed integrated city with a strong historical identity and cultural heritage. The 15-minute city of Paris, on the other hand, makes you dream of intact structures and village charm in the city of millions of inhabitants. The car-friendly post-war modern city positions its function as a savior: speed as a way of life and prosperity for all.

Strategic narratives take up the approach of attractive mission statements and use them in communication channels in which they draw a link to society's big narratives, such as: climate protection, lifelong learning or the car-free city. Good and comprehensible stories anchor projects in the identity of an urban society and, at best, in a place. For Placemaker, a large portion of the desire for better places is the appropriate strategic narrative to promote location identities. They are the communicative frameworks that we need to develop places accordingly, to rethink the city, but also to preserve the traditional — pointing from the past to the (digital) future. In short, we need a greater desire for the future, because only in this way can the physical-virtual space — the metaplace — be designed.

4. It's the perspective that counts

In this country, the discourse about current location requirements usually results in tiring problem orientation and minimal compromise. Good placemaking — in addition to the environment, residents and visitors — also looks at its stakeholders in order to recognize what benefits them and what interests they pursue. It is noticeable that there are different perspectives on the question of identity in specific projects: If for one person it is the social milieu that makes up the local identity, for the other this is precisely the old building fabric to be economically activated. Investors, politics and administration are at odds with each other here, and residents also pursue completely different interests, so that we often participate in accordance with building law regulations and only reach an agreement on the lowest common denominator or result in lengthy problem negotiations as a result. In order to work out a common desire for a people-centered and user-centered city that meets ecological, economic and social requirements, these processes must be opened up. Location marketing has also already recognized how well the desire for attractive and livable places can be influenced by the media. A communicative framework for a city such as “poor but sexy” can massively influence identity and identification as well as the desire to belong and participate. However, marketing also creates markets that are as scalable as possible, which lead to a global alignment of aspirations — our own and those of stakeholders. This does not automatically ensure a good location identity. We can't help but use this double-edged sword.

In understanding Metaplace, it is no longer enough just to design spaces, architecture and spatial structures for retail and the revitalization of our inner cities, the work of the future or the mobility revolution. Stakeholders must include the symbiosis of virtuality and reality and admit to themselves how strongly we are now designing digital spaces and smart networks just as much as our immediate environment. Materiality and haptics acquire a further dimension of digital and virtual, which shape the identity, wishes and urban uses of urban actors.

Using the idea of Metaplace to create a longing for a climate-friendly and social identity and use of the city in order to then shape the necessary transformation is the order of the day.

This article was published in the polis magazine issue 02/2022 Sehnsüchte.