21st century cities are emerging as labs of brand-led innovation. From corporate-funded public transport in Boston and Baltimore to branded regeneration projects in South Korea and wellness developments in Italy, businesses are stepping in where governments are failing to reshape cities. Our session will explore the future of a branded city and the everyday lives of its citizens, from the sensory experience of walking down the street to a new value exchange between businesses and residents.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]