The bottom-up or informal placemaking process is “illegal”, practised only by the “poor” and “unintellectual” classes. The author argues that various classes practise informal placemaking regardless of their economic status or educational level. Studying the spatial manifestation of informal placemaking helps to understand the concrete needs of the residents and reconsider their role in identifying places. Aiming to comprehend informal placemaking and its importance, this study investigates informal placemaking in Sheraton Residence, Heliopolis, Cairo. The area is chosen for its formality, socio-economic and cultural patterns. Cases of informal placemaking in Sheraton Residence are described and analysed to pinpoint their role in creating a sense of place, territorial identity and comprehending their meaning. A comparison with cases in informal low-income housing is conducted to construct diversities and similarities. The study encourages the re-thinking of the public role in placemaking as a place of negotiation and belonging. We can improve their urban quality by re-thinking informal placemaking and looking at how people use the place. The general impression that only informal housing and low-educated classes practise informal placemaking is incorrect.