Acknowledging the complex reality of Central Madrid is crucial in terms of formulating successful policies and projects. For this reason, the propositive structure of Proyecto Madrid Centro is organized as an innovative syntax of urban policies and innovative concepts with the ability to reinvent/reinterpret the city according to principles of social responsibility, cultural awareness and environmental matters. The project targets those challenges derived from globalization procedures, climatic changes and social integration from the perspective of a new understanding of urban planning, based on the reinterpretation and recycling of the pre-existent in order to open it to innovation in terms of its inhabitants’ quality of life. This issue shall be addressed with an unprecedent insight, for it shall contribute to define the desired personality for the City Center. The new culture of urban management (public and private) was crucial to effectively address the implementation of the project’s Strategies and Actions. The formulated Strategies translate these goals and principles in lines of action that organize and prioritize the material and immaterial transformations (culture, identity, management) of Central Madrid.