Place identity is a fundamental aspect that contributes to shape the identity of individuals and communities. The present study advances the understanding of the influence that place identity has on individuals and communities, by exploring how self-congruence can be achieved by matching place identity to self-identity. While identity is the foundation to a sense of belonging, place identity can be defined as “those dimensions of self that define the individual’s personal identity in relation to the physical environment by means of a complex pattern of conscious and unconscious ideas, beliefs, preferences, feelings, values, goals, and behavioral tendencies and skills relevant to this environment” (Proshansky (1978, p. 155). Self-congruence, on the other hand, is defined as a mapping of relationships between self-image, or image that a person has about him/herself, and the image of the place (Sirgy, 1982). This construct, has been shown to affect how people relate to and interact with places. Self-congruence becomes particularly relevant in physical contexts where cultural metaphors play a role in shaping place identity. The term metaphor refers to associations between abstract concepts and physical things, and is used to construct conceptual understandings of the world (Lakoff 1987; Lakoff and Johnson, 1980). Cultural metaphors are therefore associations with abstract concepts that relate to a particular culture “as they are instantiated in social action through behavior, speech, organization, artifacts, and thoughts” (Denny and Sunderland, 2004 p.1458). Existing research has focused on self-congruity and place identity in public spaces (Proshansky, 1978; Proshansky, Fabian & Kaminoff, 1983; and Proshansky & Fabian, 1987). The scarce attention given to the influence of cultural metaphors in place identity provided the basis for our research Questions about the influence of cultural metaphors for explaining phenomena as complex as those concerned with place identity remain open. To this end, the study intends to achieve the following goals: 1) Explore whether and how cultural metaphors contribute to strength place identity in public places such as servicescapes; 2) Investigate in what ways environmental places with a strong identity contribute to enhance users’ identity; 3) Explore to what extent self-concept plays a role in this relationship. To examine the contribution of cultural metaphors in the identity of public places and servicescapes, an empirical investigation based on grounded theory approach using a multi-method (interviews and field observations) inquiry of cultural metaphors was conducted in the Pilsen community in Chicago. The study emphasizes phenomenological interviews and longitudinal observation to reveal perspectives, meanings, and behaviors about the relationship between cultural metaphors and place identity. Accounting for the relationship between cultural metaphors and place identity offers a number of advancements. First, it extends current literature to include metaphorical associations with place identity that are interpreted and acted on by users in public spaces, and servicescapes. Second, the consideration of self-congruity as a mediating variable captures the ontological perspectives embedded within many ethnic cultures and acknowledges the importance of these perspectives in understanding place identity.