Creating spaces that bring people together, whether through art, architecture, or community development, is at the heart of placemaking. But as technology evolves, the way we experience these spaces is also changing. Augmented Reality (AR), Virtual Reality (VR), and the metaverse promise to transform the experience, offering accessibility and unique perspectives. However, can these digital tools truly replace the depth and authenticity of real-world experiences?
Drawing on my reflections and past work, this blog explores the debate between virtual and real placemaking—when does technology enhance, and when does it fall short?
Revisiting Placemaking at Its Best
When I think of extraordinary placemaking, my mind always returns to The Gates by Christo and Jeanne-Claude in Central Park, 2005. Standing amidst 7,503 flowing saffron panels, it was impossible not to feel inspired, engaged, and deeply present. This unique installation wasn’t just art—it was an experience, drawing millions into an environment of vibrancy and harmony.
Back then, when mobile phones only had early cameras, attendees weren’t fixated on capturing the moment for social media. They were immersed in the now, grounded in the tactile experience of walking under the gates and taking in their beauty directly. It was an embodiment of tangible, real-world placemaking.
Zoom ahead to the present day, and The Gates have taken on a second life. Thanks to AR technology, the exhibition has been resurrected in digital form, accessible to a new generation of visitors. Through a screen, anyone can step into a virtual recreation of the saffron pathways, no matter where they are. This modern homage is undoubtedly innovative, yet it leads to an important question—can augmented or virtual spaces truly replicate what it feels like to be there?
Technology, particularly AR and VR, has opened up incredible possibilities for placemaking. With a smartphone or headset, we can step into intricate virtual environments, experience immersive installations, and gain access to art or spaces that would otherwise be unreachable. From sprawling metaverse spaces to interactive museum exhibits, virtual placemaking has its strengths.
Some of these strengths include:
- Accessibility: Virtual experiences bring art to global audiences, erasing the limits of geography and physical barriers like disabilities.
- Affordability: They offer experiences at a fraction of the cost compared to building real-world projects.
- Creativity Through Technology: AR and VR allow for push-the-boundary creativity, conjuring up imaginative environments that don’t rely on physical constraints.
For example, in 2015, I had the chance to implement VR for placemaking at The Shard in London. While relatively new back then, it showcased how technology can serve as an exciting pioneer model for immersive engagement.
However, technology also has limitations—especially when it comes to delivering the intangible emotional resonance of physically being in a place.
When Technology Falls Short
It’s crucial to realize that while AR and VR are remarkable tools, they can be brief. Many digital projects, particularly in the metaverse, are quickly outdated or forgotten amidst constantly shifting technological trends, not to mention also extremely expensive with little ROI.
For-profit experiential companies that over-rely on technology need to ask hard questions about longevity:
- How long will their product remain relevant?
- Will the experience still carry value years—or even months—from now?
- Can digital experiences forge memories as strong as physical ones?
A poorly conceived technological experience runs the risk of being labeled a novelty or worse—a flashy “smoke and mirrors” effort with no real impact. For true success, placemaking (physical or virtual) must deliver value that feels timeless while adapting to the needs of the moment.
The Strengths of Real Placemaking
Real-world placemaking, when done well, resonates on a deeper, more enduring level. It's a sensory experience—the rustling of leaves underfoot at an outdoor installation, the sound of a water feature, or the physical comfort of sitting in a thoughtfully designed public bench.
Spaces rooted in reality have the power to:
- Build Sustainable Communities: Physical environments foster connection and belonging in a way screens cannot. A well-designed square or park becomes a living part of a community.
- Stand the Test of Time: Unlike digital trends, historically significant buildings, art, or landscapes endure across generations.
- Create Emotion: There's a visceral, emotional component to real placemaking that’s inherently tied to the sensory world.
Consider any great example of physical placemaking—from Barcelona’s Parc Güell to the High Line in New York City. These spaces bring people together for meaningful interactions and live on as iconic settings that stand the test of time.
Ultimately, the best placemaking doesn’t operate in silos. It harnesses the strengths of both the virtual and the real to create something extraordinary. Technology can serve as an enhancing layer, not a replacement.
For example:
- Hybrid Models work well. An AR experience overlaid with a real installation (like an outdoor sculpture park) can add context and depth without taking away from the physical environment itself.
- Timeless Design Meets Innovation. Use technology to engage and educate with temporary elements, but ensure the core experience—whether a space or piece of art—feels enduring.
- Consider Longevity. Think beyond fads and gimmicks. Consider whether your work will create lasting value for people across time and generations.
This raises a challenge for urban planners, architects, and community developers alike—if you’re directing a tech-driven placemaking project today, how can you ensure it evolves into a timeless success rather than becoming yesterday’s novelty?
Building Community-Driven, Sustainable Spaces
At the end of the day, technology is a tool, not the solution. True placemaking (virtual or real) must focus on delivering meaningful and inclusive experiences to communities.
A sustainable, thriving space isn’t measured solely in economic value or flashy headlines. It’s felt in how spaces provide a sense of belonging and improve quality of life. Communities should lead the conversation, informing the design and purpose of placemaking initiatives.
What Do You Think?
When considering placemaking, the question remains—can virtual spaces rival the richness of real ones? Or is there simply no replacement for being there in person, walking across a saffron sea of fabric like The Gates in Central Park?
I believe there’s room for both, but true excellence lies in balance. Thoughtful design will set us apart—be it in the metaverse or in the real world.
What are your thoughts? Share them in the comments below. Have you experienced a virtual space that felt as compelling as a physical one? Or do you think nothing beats the magic of being there in the moment? I'd love to discuss.
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