Brønsted acid promoted nucleophilation of propargylic alcohols during the Meyer-Schuster rearrangement (M-S) has been introduced. A novel concept of reverse polarization of the M-S intermediate allenyl cation has been realized by employing a cis-enoate assisted strategy. This idea is well demonstrated by the metal free synthesis of complex, highly functionalized cyclic as well as acyclic α-arylenones. The synthetic importance of the derived products was highlighted by the efficient conversion to biologically relevant molecules such as pyrazoles and 4,5-seco-abietane. © The Royal Society of Chemistry 2016.