Alexander Gutzmer received his PhD and his MA in Cultural Studies from Goldsmiths College, University of London. He also holds a business degree from Berlin’s Freie Universität. He has worked as a cultural and business journalist for the last few years. He reported from London and Berlin for the German national newspaper Welt am Sonntag, and worked as Editorial Director for the Burda Creative Group, where he also edited a business magazine for the global consulting firm Roland Berger. He is currently Editor-in-Chief of the architecture magazine Baumeister, and Editorial Director of the publishing house Callwey. His academic interests include cultural and architectural theory as well as concepts and processes of communication and branding.

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• 1. Introduction 2. The Cases: Autostadt Wolfsburg, BMW Welt Munich, Anting New Town 3. Branding and the Spatialization of Capitalism 4. Actualizing the Virtual of Capitalism? The Functions and Functionings of Brand Space 5. Virtualizing the Actual of Space: Brand City as New Media Space 6. The Rise of the Global Mass Ornament

Alexander Gutzmer received his PhD and his MA in Cultural Studies from Goldsmiths College, University of London. He also holds a business degree from Berlin’s Freie Universität. He has worked as a cultural and business journalist for the last few years. He reported from London and Berlin for the German national newspaper Welt am Sonntag, and worked as Editorial Director for the Burda Creative Group, where he also edited a business magazine for the global consulting firm Roland Berger. He is currently Editor-in-Chief of the architecture magazine Baumeister, and Editorial Director of the publishing house Callwey. His academic interests include cultural and architectural theory as well as concepts and processes of communication and branding.

Select Guide Rating

• 1. Introduction 2. The Cases: Autostadt Wolfsburg, BMW Welt Munich, Anting New Town 3. Branding and the Spatialization of Capitalism 4. Actualizing the Virtual of Capitalism? The Functions and Functionings of Brand Space 5. Virtualizing the Actual of Space: Brand City as New Media Space 6. The Rise of the Global Mass Ornament

Alexander Gutzmer received his PhD and his MA in Cultural Studies from Goldsmiths College, University of London. He also holds a business degree from Berlin’s Freie Universität. He has worked as a cultural and business journalist for the last few years. He reported from London and Berlin for the German national newspaper Welt am Sonntag, and worked as Editorial Director for the Burda Creative Group, where he also edited a business magazine for the global consulting firm Roland Berger. He is currently Editor-in-Chief of the architecture magazine Baumeister, and Editorial Director of the publishing house Callwey. His academic interests include cultural and architectural theory as well as concepts and processes of communication and branding.

Select Guide Rating

• 1. Introduction 2. The Cases: Autostadt Wolfsburg, BMW Welt Munich, Anting New Town 3. Branding and the Spatialization of Capitalism 4. Actualizing the Virtual of Capitalism? The Functions and Functionings of Brand Space 5. Virtualizing the Actual of Space: Brand City as New Media Space 6. The Rise of the Global Mass Ornament