This chapter accounts for the bringing into being of London as a creative city by focussing on the urban governance techniques, such as street signs, policy papers and regimes of spatial-cultural demarcation, which produce the modern place of South Bank. Place currently occupies an ambivalent position within discourses of creativity. On the one hand, the idea of a creative place was central to Anglo-Saxon urban regeneration policy (O’Brien and Matthews, 2015), with the attendant narratives of a creative class. However, in economic or business policy terms, it has been marginal; for example, within the longstanding debates over the function and role of intellectual property within British governmental definitions of creative industries. Indeed, a recent report (O’Brien and Oakley, 2015) to the UK’s Arts and Humanities Research Council’s (AHRC’s) Cultural Value Project has highlighted the need for more work on the relationship between place and creative industries policy.