This article examines how the outcome of neoliberal educational reforms has affected urban schooling in the inner city of Stockholm - making it into a centralized nexus or a hot-spot' for students and schools. The aim is to analyse how geographical place and space have become major distinctive criteria in inner-city students' educational strategies, as well as a comparative advantage for upper-secondary schools in the fierce in-between school competition. The data consist of interviews with close to 120 participants, official statistics and marketing from 55 inner-city upper-secondary schools. Our findings suggest that the growing commodification and upward socio-spatial homogenization of the inner city both affect the way schools use spatial representations in their marketing and also the strategies deployed by students in their school choice.