Search for identity in the process of new architectural design in changing historical city Centre of Setif, Algeria

Purpose The purpose of this paper is to examine the involvement of the concept of city identity in the design process of urban densification and outline how can today's urban projects be able to reinforce the delicate balance between conservation, development management and sustainability objectives. Design/methodology/approach Based on case study approach, this paper focus on “Park Mall and Four Point Hotel” project, located in the historic city centre of Setif (Algeria) and takes the procedure of designing as its conceptual framework. Following this, it explores genesis document of the project and assesses architect's choices attributed to six elements of architectural language. These elements are apprehended regarding their relevance, which depends on whether the new building is or not compatible/integrated with the existing environment, and how far does it reinvent the modern vision. Findings The paper provides empirical insight about how the concept of identity is used during the design process of densification project. It argues that this latter consists on a dynamic process shaped by cultural, socioeconomic and institutional specificities applying local/global design precedents, multifunctionality concept and novel features in a tourism-oriented mindset and to still maintain and improve the specific identity of the city centre, thus becoming an active way to reconcile conservation, sustainability and development management objectives. Originality/value This paper raises discussion on how the concept of city identity could renew the field of heritage conservation and development management. Therefore, it fulfils an identified need to study how can urban projects reconcile conservation, development management and sustainability objectives.