Hyllie, a large scaled urban development project in the Southern of Malmö, hopes to contribute to Malmö Municipality’s goal to be the worlds greatest in sustainable development year of 2020. The city of Malmö together with 20-something developers are building at the urban development area and by now the area is full of large scaled buildings and the pile of construction permits for a new modern bathhouse and offices, cultural centers, hotels and thousands of homes are constantly increasing. Just because of all the large-scale investments in this area, I examine the cultural aspects of urban planning in Hyllie in this paper. By studying the struggle for meaning and how it is negotiated between the municipality and commercial entities through a cultural analysis tool build mostly with geographer David Harvey’s theories about a transformation in urban governance from managerialism to entrepreneurialism, I come to the conclusion that the city of Malmö is leaning towards a planning strategies where the focus is on economic growth. As the post-industrial society is highly digitalized offering constant access to information I also look at how the media reports on the creation of meaning in new Hyllie. A transformation is revealed, showing that media year after year becomes less critical and even starts to contribute to the image of Hyllie as the city of Malmö and developers want.