Far East Asian metropolises are currently investing in the design of public open spaces. Their main objective is to promote a specific identity for urban areas creating a distinct and recognizable cityscape. The article discusses the Cheonggyecheon linear park in Seoul, completed in 2005, as an example of this process of identity creation and as a feat of territorial branding. Built along the former course of the River Cheonggyecheon following the demolition of an elevated highway, this large-scale project evokes historical patterns and brings quality back to Seoul’s historic core. It both manifests environmental awareness and demonstrates the sophisticated technical skills necessary to achieve such a grand project. Besides, with this evocation of the former stream, Seoul has acquired a landmark and a focus for leisure and tourism.