Visual Branding and the Politics of Gentrification: Barcelona through Three Urban Mirrors

Abstract

When I first arrived in Barcelona, the city seemed unusually aware of its own image. Its pavements, façades, monuments, shopfronts, housing photographs, and museum narratives form a visual system that makes the city easy to recognise and consume. This essay asks what that system does to urban belonging. Drawing on walking-based autoethnography in Barcelona, I use Huilongguan, Zhangyuan, and Linnahall as urban mirrors rather than equivalent case studies. Together, the four sites reveal four provisional regimes of urban visibility: absorption, separation, programmatic overwriting, and suspension. I treat city branding not as a logo or campaign but as a distributed spatial interface, a set of visual and sensory cues that organises who and what becomes visible. The comparison shows that cities do not only hide inconvenient realities: they may preserve them as heritage, retain architecture while replacing its use, or leave places unresolved. Visual coherence is therefore never merely aesthetic. It works as soft governance, shaping who is invited to look, who is allowed to stay, and whose everyday life can appear in the city’s image. The result can be a city that is easier to consume than to inhabit.