Marketing del habitar Santa Fe y corredor Reforma en la ciudad de México

Abstract

This paper will examine two of the main megaprojects in Mexico City: Santa Fe and the Reforma Corridor. We will analyze how the internationalization of real estate markets and of the production of the built environment are having an impact not only on urbanism and architecture, but also on how people conceptualize space and its uses. By looking into housing’s marketing discourses in words and images, we will see how the new developments sell more than square meters. What is for sale is a particular lifestyle in utopian places promoting segregation and neglecting the city’s space.