Cities are made up of multiple diverse cultural areas that are rooted in heritage. These areas evolve over time experiencing pressures for change and redevelopment that can erode their sense of place and perpetuate their marginalization. Chinatown in Calgary is one of those areas with strong historical roots and under redevelopment pressure. An immersive, web-based public engagement process using 360-degree photography was used to measure the community’s perception of the importance and impact of built form elements on Chinatown’s sense of place. The built form elements prioritized included streetscape design and programming with a preference for pedestrian over vehicular traffic reflecting its historical use; the buildings’ architectural language with a complexity of motifs, and the use of traditional materials and construction technics that evoke its original culture; buildings respecting human scale; street-wall permeability; and signage as a visible reminder of the original languages. The findings of this study contribute to the understanding of how the built environment contributes to the sense of place in ethnic and heritage areas. They form the basis for urban design guidelines and contribute to more appropriate redevelopment proposals. Helps build inclusivity and a degree of certainty for the future of marginalized ethnic areas of our cities.