Pag Town (Grad Pag) is the administrative centre of the island and one of the most architecturally coherent medieval towns on the Dalmatian coast. Built from scratch in the 1440s to replace the original Pag settlement, which had been abandoned due to conflict with the rival city of Zadar, it was designed as a planned Renaissance town by the master builder Juraj Dalmatinac. The regular grid of streets, the central Trg kralja Petra Krešimira IV, the Gothic-Renaissance Church of the Assumption, and the old town hall are all original to the 15th-century plan.
The town is small and quiet outside July and August, and the stone architecture — whitish limestone that glows in strong sunlight — has a quality unlike the more visited towns further south along the Dalmatian coast. The Museum of Pag Lace (Muzej paške čipke) on the main square documents the intricate needle-lace tradition that is inscribed on UNESCO's Intangible Cultural Heritage list. The lacemakers of Pag produce individual pieces over months or years; the museum shows the technique and displays finished examples. The surrounding salt pans, visible just outside town, have been worked since medieval times.