The redevelopment of L'Ile de Nantes creates an enthusiasm in the city. The old deadly developments of the secondary industry give way to art and culture. Does not this enchantment risk censoring our critical spirit? Is there not behind this avalanche of positive terminologies (creation, creativity, culture) a new structuring of social classes? Mixing the cinema of the origins with the promotional films of the SAMOA (Société de Aménagement de la Métropole Ouest Atlantique), this essay attempts to decipher some semantic shifts specific to the phenomena of tertiarization of society.