The article examines the relation between the architecture of a public square and the level of its social activity. The concept of a place’s sociocultural environment and its influence on the popularity and attractiveness of the area in the city are analyzed in detail. It is suggested that vibrant urban life could be restored using a method of sociocultural programming of city squares by changing the physical conditions of the environment for different scenarios of space use. Emphasis is placed on identifying architectural means for the implementation of sociocultural programmes that create opportunities for various forms of social interaction and everyday and festive activities of people in the public square.