Filled with the aspirations and anxieties of cultural development, Tlatelolco has been a significant cultural site since the Aztec period. In the twentieth century, it was closely identified with modernist urban planning ambitions of Mexico during the early 1960s, and student demonstrations and killings at the time of the Olympics in 1968. During the earthquake of 1985, it suffered dramatic casualties, as its architecture proved unsound and resulted in many fatalities. In recent years there has been increased cultural attention placed upon this planned neighborhood, both by governmental agencies that look to articulate or reconcile various interpretations of its past, as well as by artists from both Mexico and abroad that have engaged the site. Our presentation seeks to reflect on this resurgence of interest and the new significations, brandings, and ideologies it brings to this neighborhood.