For centuries architecture and the architectural objects constituted the characteristic landscape’s elements of the particular land or region. They were a vivid illustration of the given culture’s achievements, they constitute the aesthetics and engineering accomplishments of their time. Nevertheless in last few decades a distinct transformation took place. Architecture is not only the reflection of the current state but it became an instrument in process of creating yet unexciting – but carefully planned in marketing strategies – economic potential of a space. Monitoring the tendencies occurring lately in global architecture and urban design five essential parts of architecture as an economic device can be pointed out: 1/. architecture and space branding where the intentional designing of a particular, imagined picture of any defined space starts to be a way to impart it a new meaning; 2/. architecture and tourism destination where architecture can be utilized as a basic instrument to stimulate the tourism development in particular regions; 3/. consumerism where architecture becomes a device of the behavioural economics; 4/. corporate architecture where architecture is used to distinguish companies’ image on the concurrence background thus to enhance their economic position on the market; 5/. Architecture as an integrating and holding together factor in local communities. Nowadays architecture of the objects and spaces where contemporary people exist is underestimated. We just partly exploit architecture in a process of enhancing the economic potential of a particular space. Time to recognize and explore other qualities of architecture as a way of the innovative reality creation, to value abilities of creating the atmosphere stimulating the consumers behaviour leading to planned financial effects. Architecture – as a device ample with the expression means - supports creating the competitive advantages.