The article examines the problems of forming a brand for the territory of Vladivostok as the largest agglomeration in the Russian Far East and a center of international cooperation with the countries of the Asia-Pacific region. The author analyzes the features of the building and territorial development of the city both in previous historical periods and in the conditions of the present moment. The period of analysis covers the entire history of the city’s development – from the second half of the 19th century to the present day, territorially – the entire urban development, taking into account port and industrial development. The article pays attention to such problems as the established fame of Vladivostok, the features of the urban environment, the specific structure of urban space, the relationship ofthese aspects with the development of international cooperation, business and economic activity, inbound tourism and the transformation of the capital of the Far Eastern Federal District into a well-known international location. The modern Russian policy of "Turn to the East" on the scale of the Far Eastern Federal District turns out to be largely connected with such locations as Vladivostok, and for this reason it is necessary to pay more and more attention to the development of such territories, harmoniously linking the historical "background" with the possibilities of modern urbanism.