In this paper we investigate Nya Hovås, a completely new neighbourhood in Gothenburg, where the construction has been accompanied byan extensive and expensive advertising campaign. For this purpose, wedraw upon a multi-pronged theoretical framework that brings togetherLefebvre’s (1991) notions of conceived, perceived and lived space, withcurrent sociolinguistic work on scale (Carr & Lempert 2016) and Harvey’s(1989) critical insights about urban development as produced throughpublic-private partnership. With the help of these theoretical tools, thispaper analyses the processes of naming, branding and signing used by theentrepreneurs in order to increase Nya Hovås’ value and attractiveness.Te argument of the paper is that the ‘newness’ of the neighbourhood isconceived and perceived on three diferent scales: (1) on a spatial scale NyaHovås indexes international fair and globality through textual, graphicand architectural resources; (2) on a temporal scale, Nya Hovås is createdas a new and liberal form of the old and conservative high-end Hovås, and(3) on a socioeconomic scale, Nya Hovås is conceived as a mixed-use urbanneighbourhood. However, the perceived and lived space signals exclusivityand cultural homogeneity. Ultimately, the entrepreneurial place-makingof Nya Hovås is both profting on and contributing to urban polarization.