Place Lalla Yeddouna is a neighbourhood at the heart of the historical City of Fez, a UNESCO World Heritage Site. In a design competition that attracted 180 entries around the world, our proposal was awarded fourth place and won first place in the 2G Award for Urban Design. Critical of an overemphasis on tourism in the competition brief, our proposal tries to integrate the socio-economic development of Place Lalla Yeddouna with a holistic strategy to stimulate economic growth and reduce poverty among artisans and other residents. Together with specific architectural, landscape and urban design interventions aimed in part at revitalizing the polluted Fez River, our design strives to strengthen the sense of community in the neighbourhood, recognizing the river as a catalyst of urban improvement. Drawing upon research on the local crafts industries and distribution systems, we envision Place Lalla Yeddouna as a strategic location that can enhance connectivity in the city and sharpen the legibility of this district, while simultaneously offering environmental and cultural rejuvenation.