This thesis brings together theories from multiple disciplines in order to investigate the role of design and cultural events in city branding and urban regeneration, through a specific focus on the case study of the Gwangju Biennale in South Korea. This research responds to developing trends: spurred by globalisation, cities are becoming increasingly competitive, as policymakers seek new ways to develop a distinct identity (brand image) in order to boost tourism, as well as economic vitality and urban regeneration. This thesis argues that design, as a creative problem-solving process, plays a broad and important role in the creation of these city-based cultural events, informing management and leadership decisions as well as shaping the promotion and imagery of the event. Furthermore, this thesis attempts to investigate the extent to which cultural events can be determined to have a direct affect on the perception of a city's brand and its drive towards social, economic, environmental and cultural regeneration. Through one major case study (based on extensive fieldwork experience) and four minor case studies of city and place-based cultural events taking place in the UK and South Korea, this thesis compares and contrasts the varying approaches and outcomes on a global scale, concluding with a series of observations and recommendations that suggest a new way to understand how these events can use design in order to achieve their potential for truly transformative change.