Borders, bridges and branding: The transformation of the Øresund region into an imagined space

Abstract This article explores the spatial-economic transformation of the Scandinavian Øresund Region over the last decades with a focus on the role of place marketing (branding) in this transition process. Although the Øresund Region, in which Copenhagen and Malmö cooperate, is often highlighted as a European model for cross-border cooperation, this paper argues for a more nuanced view. To be sure, the branding of the Øresund builds upon unique regional assets and is symbolized by visible objects (e.g. the Øresund-bridge and a regional logo). Still, however, the Øresund Region is an “imagined space”: the conurbation is branded as an exciting Euregional hub, whereas the region's inhabitants still cope with many day-to-day problems of cross-border integration. The article concludes that this mismatch between the Øresund's identity and image may hamper the region's future development.