As urban centers continue to experience rapid growth and change, urban planning and design scholars have observed a troubling trend: cities worldwide are increasingly resembling one another. This global issue has been identified as a significant problem that adversely affects the form and quality of urban spaces. The root causes of this problem are multifaceted, encompassing geographical, political, and economic factors. Additionally, the implementation of inadequate development plans that fail to respect the unique assets of cities and districts exacerbates the issue. This research endeavors to address this problem with a particular focus on EL-Hejaz Street, Heliopolis, where Heliopolis is one of the districts grappling with ongoing development, particularly in response to congestion issues. To investigate this matter, our research adopts a comprehensive approach. It begins with fieldwork, including semi-structured interviews conducted with Heliopolis residents. Subsequently, semi-structured interviews are conducted with Egyptian academics who have previously studied Heliopolis. The primary objective of this research is to delve into both the tangible and intangible assets that define Heliopolis and require protection and enhancement. The investigation is guided by three core concepts: place identity, place attachment, and place dependence. In conclusion, this study scrutinizes the distinctive characteristics of Heliopolis and evaluates the impact of the 2019 development plan on the district's unique attributes.