Since 2008, the majority of the world's population lives in urban agglomerations and by 2030, this proportion will likely exceed 60 percent (OECD, 2013b; UN-Habitat, 2013). This generates great academic interest in ethnographic and postmodern accounts of the city, with an emphasis on differences, particularly in consumption patterns, diversity and urban lifestyles. Urbanization also evokes a discussion on the city as a spatial and social phenomenon, as an idea, a construction of the popular imagination and a metaphor. For a simple illustration of the popular imagination, one can try to visualize the New York skyline. Most likely, the image will evoke symbols linked to power and capitalism – an iconic and internationally recognized image. New York is driven by a combination of leaders committed to what the city is all about: an eclectic mix of people, who, regardless of gender, age or creed, have the potential to realize their dream, if they put it together. work. New York means a positive attitude that manifests itself in everything from towering skyscrapers to customer service (Salman, 2008,...