Alignment with Europe has been a popular foreign policy objective among post-socialist nations. In the Republic of Georgia, discourse surrounding the country's Euro-Atlantic orientation surged in the decade after the 2003 Rose Revolution. While such discourse has been examined in the context of political reforms and national security goals, this article foregrounds how it was incorporated into alterations of the built environment. Focusing on the urban transformations of the city of Batumi after the rise to power of the United National Movement government, it demonstrates how architecture served as a tool for selectively rewriting Georgia's contemporary European identity. This article concentrates on two parallel initiatives to transform Batumi into a contemporary European city: the reconstruction of portions of the Old City and the new development along the seaside boulevard. Using evidence collected through qualitative methods, it further highlights the contradictions that emerged during this process of redevelopment and rebranding, as the state balanced initiatives for new development with other post-revolutionary state-building objectives, such as political reform and tourism-market production. Accordingly, it unpacks the various national and international politico-economic forces at play in the process of developing Batumi into the image of a contemporary European city.