This text discusses photography and the re-significations" that outstand in the photographic narrative of the place. It finds a new role for the physical structure about the social dynamics. It also raises the question whether the privilege of the physical structure over the social dynamics seeks an approach of museum or of the existent social dynamics. The patrimony, the history and the idea of tourism and culture come close to modernity and to progress, represented in the physical structure. The case studied is that of Ciudad Botero, located in the center of the city of Medellín, Colombia.