Urban planners and decision-makers face several challenges in keeping cities liveable. Getting a well-working urban freight system is one of these underexposed challenges, where there is still a lack of knowledge and awareness among them. Current freight policies are insufficient to tackle the increasing negative externalities due to lack of knowledge and awareness on urban freight and measures. The problem of increasing urban freight activities in cities can be considered as a generic problem, however, it will need different solutions, dependent on the characteristics of each urban area. With the Rotterdam-The Hague Metropolitan Area (MRDH) as a case study, the project aims to develop a strategic framework for local authorities to accommodate the increasing logistic demand of retailers while reducing negative transport externalities. The research has proposed a two folded solution for the spatial organisation of urban freight: urban consolidation (bundling flows of freight) and urban multimodality (using multiple modes). Based on the strategic framework and design proposals, it can be concluded that changing the spatial organisation of urban freight could potentially reduce the number of freight kilometres in the MRDH and thus negative externalities. There is a huge potential for urban multimodality (especially on the water) when integrated into urban freight strategies. A well-considered allocation of urban consolidation centres and other proposed nodes can create several synergies and strengthen this potential. Proposed interventions contribute to the liveability of the city by reducing the number of trucks in ‘vulnerable’ urban areas. Ultimately, the strategic framework gives new perspectives of urban freight to local authorities and can be environmental, social en economical beneficial and improve liveability.