The owners of the market are advertising its "Brand-Democracy," which is tweet-defined as "A brand created by the ego-brands that share our space, our meetings and our creativity!" Instead of being a series of chain stores of singular brands, like most of Calle Fuencarral, the mall's management is creating their own (hipster) branding, interestingly in English. (Photo screenshot from Mercado de Fuencarral's Web site.)