The paper presents a method of analysis and design of urban landscapes called PlaceMaker. The method is intended as a key resource for assessing the identity of places and measures for its enhancement, reconstruction and design. By using different tools for analysis and interpretation of places and questionnaires administered to their users, PlaceMaker finds the identity material that the city has available and how to de-compose and re-compose it for its sustainable project transformation. Pedestrian-intensive areas, in particular urban, cultural and historical poles of attraction, increasingly bear the imprint of globalization, conveying messages which have developed in an uncontrolled manner and are aimed at conveying their users' patterns of thought and action. The presence of a dense mixture of contrasting elements and perceptions can detract from the image of a city. As regards, the paper is completed with a synopsis of the experiment carried out in an historic axe in London - Oxford Street - where globalization is in danger of levelling out the beauty of the area in favour of widespread genericity