This article deals with new locative and multimodial media formats, which yield aspects of city histories, re-evaluating their cultural and also their touristic image. The analysis explores the shift from written city guides and building inscriptions to multimodal products (websites, apps) by focussing on two central techniques: the various forms of adressing and the linguistic description for localization, specifically local deicitica. Analogical to the “recipient design” as a basic concept of conversation analysis, the term “spacial design” is chosen to describe the linguistic means, which adjust the multimodal text to the artifacts of urban space, so that a interpretative historic formation will attach to the spacial environment and change the city view. One result of the analysis was the discovery of a mixture of personal and impersonal types of adressing, which shows, that personal adressing joins methods of multiple adressing in multimodal urban communication. The analysis also suggests, that localization practices get diversificated. The new communication products show multiple (“overdetermines”) deictica and phoric anchorages in the urban space, i. e. the deixis is overdetermined as perceptual and imagination-oriented, furthermore deictica are also connected with text elements (by phoric relations). As a discourse grammatical result, the emerged patterns construct an image of nearly automatical unevitaly and depersonalized urban development (e. g. road construction). This impression results from accounts of passive constructions related with instrumental sub-clauses.