This article firstly emphasizes the perspective viewing public spaces as places where meaningful spatial quality, i.e., atmosphere, is generated through multi-sensory spatial experiences, secondly proves that atmosphere has a positive direct impact on affective city image, also a positive indirect impact on behavioural intention, and finally proposes strategies of designing, managing and representing architectures and urban spaces, for city image formulation and communication. Nanjing, a historical Chinese city eager to re-image, is chosen as the case area to testify the significance of multi-sensory spatial perception in shaping one’s affection for a city. The study reviews the key dimensions composing multi-sensory experience in public spaces, also interviews 162 visitors and 201 residents. The results suggest that, for sustainable urban development, the design, management and promotion of iconic public spaces should holistically enhance people’s haptic, audible and visual experience in motion to facilitate perception of atmosphere.