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Auckland is New Zealand’s largest city which also has the largest concentration of creative sector employment and businesses in the country. This study examines the spatial logic of firms in the design creative subsector in inner Auckland to gain better understanding of the ways in which place, space, and built form determine location choices. Firms’ attributes are also analysed with the aim of ascertaining whether firms with shared characteristics have similar spatial behaviour. Despite a high degree of spatial clustering, the unequal distribution of firms across inner Auckland suggests that some areas, such as Parnell, are favoured more than others. Parnell’s unique heritage built environment was identified as a location factor that has appealed to architects, designers, and advertisers and has contributed to the formation of the area’s creative clusters. The quality of Parnell’s built environment was associated with place reputation and image branding which was an important part of creating firm’s identity. A central location and the attractiveness of an amenities-rich local environment also played a role in the decision-making process. Furthermore, the results also suggest that firms that possess common characteristics have similar spatial logic and make similar location choices

The Power of Place: A Case Study of Auckland’s Design Creative Industries