Walking into an unfamiliar building, we quickly know, for example, not only that it is a restaurant, but also what kind of a restaurant it is, what kind of people we are likely to find there and how they are likely to and 'supposed' to act (1). We are able to differentiate between customers and employees, have an idea about the location of the restrooms, the kind of food served and even the cost of eating there -without talking to anyone and in seconds! Often we can answer many of these questions even before entering the building (Cherulnik, 1991). Although we practice this "guessing game" all the time, because it comes to us so naturally, we do not even notice what we are achieving. We are able to achieve this by virtue of our mental representations called schemas.In this paper, first, I consider the concept of place, and argue that experiences of places are mostly consensual, and that we can learn about these experiences by exploring our schemas about places. Then I review related literature on place schemas, and provide an example from the literature regarding older adults, demonstrating the value of the concept of place schema. In the second part of the paper, I propose a model to conceptualize the emergence and evolution of place identities and related place schemas; finally, I refer to some supportive evidence from my own research involving assisted living facilities, homes and nursing homes for older adults.Environment-behaviour studies (EBS) examine the interaction of people with their surroundings. Much of EBS research has tried to 'objectively' (empirically) study parts of this interaction, hoping that in the end it would all add up to a meaningful whole. Other research that has adopted a phenomenological view has argued that most social situations can only be studied "subjectively" (interpretively), addressing the unique environmental experiences of the individual. A middle way may just be what EBS research needs, and this we can perhaps find in the concept of consensual environments, such as places (Lynch, 1960;Lee, 1970;Lawton,