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This comparative study on the urban re-imagineering performed through large-scale urban refurbishment focuses on the specific post-socialist and post-conflict contexts of former Yugoslavia. Through the analysis of legislative and planning documents, expert interviews, reports, and media coverage, this study shows how initiatives for the implementation of grandiloquent urban megaprojects (UMP) in the capital cities of Serbia and Macedonia became extreme examples of national image reconstruction, carried out through autocratic state-led interventions that disregarded public input. The two main insights that the study provides classify these cases as rather particular in the European framework. First, the national governments have played a decisive role in conceiving entrepreneurial strategies for national rebranding through urban re-imagineering of its capital cities. Second, this politically orchestrated processes advanced through non-transparent decision-making, in spite of the rising opposition by the civic alliances. In conclusion, autocratic implementation of UMPs in the urban contexts of the Yugoslavian successor states played out much more forcefully, overriding the imperative to satisfy genuine public interest.