Large-scale urban development projects (LSUDPs) are embodying the diffusion of an entrepreneurial approach into urban policy and consequently to planning, with the built environment being transformed into spaces oriented towards specific users and uses. For planning practice, this entails including urban forms and discourses that support exclusion and polarization in planning projects. This paper asks how physical planning promotes and/or hinders spatial and socio-economic integration in these projects. The analysis focuses on two UDPs in Malmö, Sweden. Official planning documents, interviews with public officials and the media are used to illustrate the discourses and practices built around these projects to glance over aspects of equity and integration in a city that is plagued by socio-economic and spatial segregation. The paper contributes to the discussions on implications and dilemmas for physical planning derived from the adoption of entrepreneurial approaches in urban policy.