Throughout recent decades, a significant amount of attention has been given to the notion of the ‘European city’ within policy formation and academic enquiry. From one perspective, the ideal of the ‘European city’ is presented as a densely developed urban area with a focus on quality public transport and a more balanced social structure. More recently, however, the particular elements of the ‘European city’ associated with pedestrianized public space, urban design and image‐making strategies have become central features of entrepreneurial urban policies throughout Europe. This article undertakes an examination of the notion of the ‘European city’ in urban change in Dublin since the 1990s. Specifically, the article illustrates the degree to which a wholly positive spin on the urban design and image‐making elements of the ‘European city’ in Dublin has served as a thin veil for the desired transformation of Dublin according to neoliberal principles.