This work analyses comparatively and anthropoologically two events with different characteristics: an artisanal fair and a shopping centre both located in the same urban area: the Int. Alvear Square in the area of Recoleta. They are both located in one of the places where the income of the land appears to be one of the highest in the city and where the surrounding urban landscape meets certain specific patterns. We consider that both of them achieve a specific configuration, distinctive morphology and aesthetics in this environment. Both areas have also emerged at different political and political moments; this implies significant differences in the criteria used by institutional bodies regarding the conceptualisation and use of public spaces. We are working on aspects that make the morphology and aesthetics of both events relevant to their marketing processes, on the understanding that these are specific procedures. Here we analyse, in a comparative manner, the logic guiding origin, conformation, and the functioning of both events.