The article analyzes the effects of post-Fordist cognitive capitalism in relation to the Autonomous factory Rog and urban transformations in Ljubljana. It focuses on the processes producing a new class geography of the urban environment as part of a broader strategy of neoliberal reorganizations of the modes of production and exploitation. The text uses three paradigmatical examples to highlight structural connections between the usage of the creativity ideologeme and the ideological reorganization of the representation of creativity, between gentrification and class conflict, and the connections between the colonization of urban space and the transformation of commodifying niches within the hierarchy of capitalist exploitation. At the outset, the article analyzes the pan-European model of gentrification based on public-private partnerships, which was adopted by the neoliberal discourses of creative industries and creativity. The article continues by analyzing RogLab, a pilot project of the emplaced material representation of cognitive capitalism. The capitalist colonization of public space and the commons along with the neoliberal strategy of the commodification of creativity need to be understood as part of the new urban political economy, which gradually transforms the city through the process of gentrification, resulting in a biopolitical city founded on immaterial production, spectacle and mythologies of security.
