Currently, there is a proliferation of urban, middle class, creative and alternative developments in Johannesburg that are typified by 44 Stanley and Arts on Main. These developments are a relatively new phenomenon in the city and a critical investigation is required as to the reasons for their current popularity, as well as their impact and influences on the city. As ‘encoded’ texts that reflect the identities and desires of a segment of our society (Van Eeden2005:39), their analysis has the potential to shed light on the intricacies and nuances of the re-development of Johannesburg as a whole.44 Stanley is an alternative, boutique shopping venue on the urban edge of the city of Johannesburg. It is a walled, post-industrial, low-rise space that consists of a number of interconnected outdoor courtyards of various sizes. The clientele are primarily wealthy, creative people from the Northern Suburbs and the neighbouring universities (University of Johannesburg and the University of the Witwatersrand). As such, 44 Stanley is integrally stitched into its immediate urban fabric. It is part of the Milpark district in Braamfontein Werf, which contains a number of spatially isolated, self-contained developments, each owned by separate developers, including residential lofts, offices, film schools and a shopping mall. It was established in 2003 and represented and catered for a desire for northern suburbanites to re-engage with the urban.