European Capital of Culture title as a driving force of urban transformation: the case of Novi Sad

The article deals with urban transformation processes as a result of the implementation of the European Capital of Culture project in Novi Sad, Serbia. By introducing the concept of culture-led Europeanization, the author argues that by participating in initiatives such as the ECoC, cities must prove their Europeanness on both the discursive and material levels of the event. By focusing on two case studies, the Svilara Cultural Station and the Creative District, the author reveals the motives and logic behind urban transformation processes in the city by placing them in the wider context of political and economic reality. Through the use of ethnographic methods, the author also uncovers various local discourses surrounding the project, revealing conflicting narratives about the management of the project.