Branded Spaces Spreading

"Branded cities" -- new heavily-sponsored real estate developments with a mix of live- work- and retail-space -- are gaining popularity among developers and spreading around the country.

1 minute read

February 3, 2009, 8:00 AM PST

By Nate Berg


"Construction begins this May on El Portál, which may well become the most ambitious branded city in the country."

"Like all branded cities, El Portál is an urban real-estate development with out-of-home advertising opportunities written into its DNA. Shopping, entertainment and town hall locations will be laced with a particularly large and sophisticated quantity of digital displays, which will total 4,500 square feet."

"It's easy to see why branded cities-places where people either work, live or play-are catching on. They are self-contained urban centers where signs aren't just viewed for a few seconds from a car window-or maybe a few minutes, if someone is on foot. The interactive element provides an added attraction: 'If you create an environment where people engage in media, it changes the dynamic,' says Adam Bleibtreu, CEO of The Retail Media Company, which is responsible for the design and advertising strategy of El Portál. 'If you give people the opportunity to effect their environment, they talk about it; they come there more frequently; they stay longer.'"

"Real estate is deeply bruised by the economic recession. But those involved with branded cities say that while some projects may be put on hold, the concept is likely to grow and prosper in the coming years."

Monday, February 2, 2009 in Media Week

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Aerial view of town of Wailuku in Maui, Hawaii with mountains in background against cloudy sunset sky.

Maui's Vacation Rental Debate Turns Ugly

Verbal attacks, misinformation campaigns and fistfights plague a high-stakes debate to convert thousands of vacation rentals into long-term housing.

July 1, 2025 - Honolulu Civil Beat

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 9, 2025 - Diana Ionescu

Map of Haussmann's redesign of Paris in the 1850s through 1870s under Napoleon III.

In Urban Planning, AI Prompting Could be the New Design Thinking

Creativity has long been key to great urban design. What if we see AI as our new creative partner?

June 30, 2025 - Tom Sanchez

Red and white "Wildfire Evacuation Route" sign on signpost.

Cal Fire Chatbot Fails to Answer Basic Questions

An AI chatbot designed to provide information about wildfires can’t answer questions about evacuation orders, among other problems.

7 hours ago - The Markup

Protester at Echo Park Lake, Los Angeles holding sign that says "Housing is a human right"

What Happens if Trump Kills Section 8?

The Trump admin aims to slash federal rental aid by nearly half and shift distribution to states. Experts warn this could spike homelessness and destabilize communities nationwide.

July 10 - Shelterforce Magazine

Aerial of rainbow painted crosswalks at large intersection in Castro District, Sna Francisco, California.

Sean Duffy Targets Rainbow Crosswalks in Road Safety Efforts

Despite evidence that colorful crosswalks actually improve intersection safety — and the lack of almost any crosswalks at all on the nation’s most dangerous arterial roads — U.S. Transportation Secretary Duffy is calling on states to remove them.

July 10 - Streetsblog USA

Urban Design for Planners 1: Software Tools

This six-course series explores essential urban design concepts using open source software and equips planners with the tools they need to participate fully in the urban design process.

Planning for Universal Design

Learn the tools for implementing Universal Design in planning regulations.

Home and Land Services Coordinator

Appalachian Highlands Housing Partners

Associate/Senior Planner

Gallatin County Department of Planning & Community Development

Senior Planner

Heyer Gruel & Associates PA