This paper investigates practices of urban discursive place-making in selected neighborhoods of Brooklyn, New York. I investigate the forms and functions of hitherto neglected multimodal data – semiotic landscapes written on the body, (hidden) Wi-Fi Service Set Identifiers, that is, SSIDs or Wi-Fi names, and #Brooklyn Tweets – and how I have compiled these into a corpus. The corpus currently consists of multivariate data including – among others – ca. 1.3 million words of semi-structured interviews with Brooklynites, ca. 8,000 photographs of the semiotic landscapes in Brooklyn, New York, and ca. 47,000 Wi-Fi SSIDs. The aim of this paper is to show which semiotic forms and constructions of both Wi-Fi SSIDs and #Brooklyn Tweets take on foregrounded practices of so-called discursive urban-place-making and how these interact in the various neighborhoods of Brooklyn and in the virtual spheres related to them. I will show how these practices carry the potential for (re-)indexing specific social values of an urban neighborhood or even the borough itself and how Brooklynites and others comment on the respective neighborhoods. They position themselves in the social, cultural, political, and economic spheres of urbanity. The mixed-methods approach draws on corpus linguistic, sociolinguistic, and stylistic methodology.