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The paper focuses on the case of PalaFuksas, a signature building inaugurated in 2005 and located in the central (but marginalized) area of Porta Palazzo in Turin, Italy. Originally designed to host clothing shops, the building had a history of failures and reconversions, and it is currently mainly used as a branded food hall. By mixing archive and qualitative research, the article focuses on the evolution amongst local stakeholders, of different 'expectations', intended as heterogeneous and not fully conscious and rational sets of ideas, imaginaries, forecasts. PalaFuksas was expected to be a successful and functional building to contain businesses, a flagship for the entire city, and to perform distinction and iconicity, acting as a regenerator for its neighbourhood. Failures in meeting these expectations implied a continuous renegotiation of the meanings, functions and identities of PalaFuksas, revealing the complexity of the processes at play in the attempt to sign, re-sign and ultimately 'become' a signature building. [ABSTRACT FROM AUTHOR]

City-marketing and place-branding strategies today often stress ideas and stereotypes of culture and creativity to promote attractive urban images. The aim of this paper is to empirically analyze how the creative city is celebrated and displayed in the case of Turin (Torino), Italy. This case study represents a typical example of an industrial town, trying to promote new urban representations at an international level, and celebrating ideas of a cultural, post-industrial economy through campaigns of urban branding. This paper presents some reflections on the branding policies of the Italian city and, through the review of a sample of promotional materials and policy documents, it tries to determine to what degree Turin’s branding represents ideas of creativity. [Copyright &y& Elsevier]