This communication presents the conflicts between technicians and inhabitants in the city of Lençóis, Bahia (Brazil), generated during the process of urban requalification under the scope of the Monumenta Programme. The modern image proposed by Monumenta caused the loss of the sense of belonging by its inhabitants because it pointed to the idea of cultural mischaracterization. One of the main criticisms made by the population refers to the “pasteurization” of the city: the transformation of its image into a modern city devoid of local peculiarities. The key to understanding these conflicts involves the analysis of the values assigned by the various stakeholders, showing that the local values were excluded and the priority was given to a market image intended for the consumption of urban spaces, mainly by tourists.