This thesis investigates how genius loci, the spirit of place, can serve as a meaningful strategy in the adaptive reuse of twentieth-century industrial heritage. Drawing on Christian Norberg-Schulz’s phenomenological theory, the research explores how a transformative intervention can be executed while preserving a building's identity and atmosphere. Through a literature review and analysis of adaptive reuse strategies, a value matrix is developed that integrates Norberg-Schulz's subjective, place-based values into design principles. The study applies this framework to three case studies, LocHal (Tilburg), RDM Onderzeebootloods (Rotterdam), and Mastenloods (Den Helder), to assess how contemporary architectural interventions respond to and reinterpret the genius loci. The findings show that incorporating the design principles leads to more rooted, context-sensitive reuse that preserves a building's identity. The final outcome is a adaptive reuse strategy for De Biesboschhal that balances historical continuity with contemporary needs, emphasizing repurposing (Winhov, 2024) over contrast-based reuse. This research contributes a perspective to heritage discourse, offering designers practical tools to preserve and articulate genius loci in adaptive reuse projects.