The intended contribution of this research to the fields of architecture and urban planning is to provide a body of case studies, which aim to be used as tools for creating responsive strategies within the cultural asset management. In the contemporary experience society, where the spheres of culture, economy, politics and society merge, neither architecture as pure art or ‘public gift’ nor fully commercialized architectures seem viable. As mediators between socio cultural and economic values, architects and urban planners cannot elude the forces of the brand-culture. On the contrary, acknowledging their importance would be the first step in changing them to foster viable alternatives, creatively integrating both the interests of the corporation and those of the public to help generate a highly differentiated urban environment.