ABSTRACT
Norberg-Shultz formulated the concept of Genius Loci around 1980 as an existential and phenomenological contribution to the field of Theory of Architecture. Since then, many considerations have been added. In this text, we have developed an almost literal approach to the subject, suggesting the anthropomorphizing of a place as a prerequisite to acting architecturally upon it. Notwithstanding the awkwardness, this procedure provides several advantages in understanding a place or pre-existing architecture and designing something fitting for them. This procedure is reasonable because it embodies customary actions of the brain – which we examine thoroughly with the most current knowledge in Social Psychology and Neurosciences. Some examples have been given.
