Based on a review of recent literature, this paper addresses the question of how urban planners can steer urban environmental quality, given the fact that it is multidimensional in character, is assessed largely in subjective terms and varies across time. A novel perspective of urban environmental quality is proposed, simultaneously exploring three questions that are at the core of planning and designing cities: ‘quality of what?’, ‘quality for whom?’ and ‘quality at what time?’. The dilemmas that urban planners face in answering these questions are illustrated using secondary material. This approach provides perspectives for action. Rather than further detailing the exact nature of urban quality, it calls for sustainable urban environmental quality planning that is integrated, participative and adaptive. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment