Ikon seeks Icons : image Related Rhetoric for Place Production in London

If it’s well known that construction of space is both material and imagined, and that representation proved to be key in this process as for Debord, Benjamin, Lefebvre among the others, a fresh look can be taken to the image-related rhetoric for place production in London. Two assumptions are guiding this observation: the digital nature of promotional images and their changed role in the production of urban representations, and the background of an expanding luxury market dominated by economic-political bounds and foreign investments. The idea of utopia is explored here through the shaping of subjectivity within neoliberal mode of place promotion and production.