The article is devoted to the development of the concept of reorganization of the coastal territory in the city of Samara. The main prerequisites for the formation of recreational spaces in the urban environment are considered, using the example of some renovation processes in Russia and abroad. The analysis of the selected area is carried out, justifying the relevance of the reorganization of the coastal area, aimed at creating a city brand and developing a connection between residents and the urban environment. The formation of a creative environment will increase the level of interest of citizens in their city and social activity in general, and will unite the city community.