LAUSR

ABSTRACT Recently, Colombia’s post-conflict transition has experienced strong international attention. In Bogota, commemorative politics of the conflict insert themselves in complex processes of place branding: employing culture to rescale the city image from unsafe and violent to culturally vibrant. However, how to reckon with the country’s violent past in the culture-led renaissance of Bogota? Based on the author’s four-month of in-depth qualitative fieldwork on the main street Avenida 26 – at the center of both branding strategies and politics of memory – this paper shows the failure of institutional efforts to promote a brand of Bogota as a ‘City of Memory’. Socio-political divisions over the interpretations of the country’s past result in multi-scalar conflictive negotiations between politics and practices on the street: they reveal the tight link between memory, social justice, and urban segregation while denouncing the exclusionary visions of citizenship bared in political efforts to display memory as a territorial mark.