Brandlands and flagship stores, urban entertainment centers, and trendy venues are part of the new experiential worlds of the economy. Following the well-designed home and the aesthetic workplace, "third places" are those public spaces where one feels at home and can recharge emotionally. They are spaces of spectacular experience marketing and "walkable advertising" at the same time. They illuminate our cities, which would be only half as attractive without these living spaces. In the updated new edition of his marketing classic, Christian Mikunda reports on the latest trends in the staging of "third places." The "giga phenomenon" has produced massive ships with their own Central Park and amphitheater at the open stern, as well as hotels with a 150-meter-long infinity pool at a height of 200 meters. The new discipline of "urban design" is transforming our cities.