Identity, Memory and Adaptive Reuse: How does Christian Norberg-Schulz’s Genius Loci apply to the transformation of Smithfield Market into the London Museum? Part 2 Dissertation 2025 Olivia Woodward University of Reading | UK This dissertation explores how identity and memory shape the adaptive reuse of historic buildings, using the transformation of Smithfield Market into the new London Museum as a case study. Drawing on Christian Norberg-Schulz’s theory of genius loci—the spirit of place—the research examines whether architectural identity can be preserved or must be reinterpreted through reuse. While Norberg-Schulz values spatial and material continuity, the study questions whether identity is more fluid, shaped by social interaction, historical layering and contemporary needs.Using qualitative research methods, including a site visit, architect interviews, and secondary sources, the work reveals how original elements—such as Victorian ironwork and underground vaults—have been retained to create continuity, while new interventions reinterpret the site for public engagement. It also highlights the social contradictions of adaptive reuse, particularly the displacement of market traders, raising questions about whose history is preserved in urban regeneration.Ultimately, the project reframes adaptive reuse as a curatorial act—not just conserving buildings, but shaping narratives. It calls for a more inclusive and dynamic approach to heritage, where material, memory and lived experience are all considered in the future of place. Tutor(s) Sayan Skandarajah