Considered a real masterpiece of constructivism, the Shukhov Tower is a symbol of the Moscow skyline, especially because of its very recognizable silhouette. The announcement of its demolition by the government in February 2014 perfectly reflects the (il)logic of Russia’s heritage policies toward Avant-Garde architecture in Russia: these diverge greatly and are often paradoxical, ranging from abandonment to “museumification.” Following this polemical decision, the international community immediately mobilized to prevent the Tower’s demolition. In Russia, however, the phenomenon was understood differently because of the Tower’s still controversial heritage value. A number of spontaneous or organized actions have since occurred and, progressively, concrete strategies were developed in order to involve the population and the media. From classical actions, the movement has slowly slid toward spectacular events. This spectacularization surely contributed to the growing awareness concerning the importance of preserving the Tower and of media coverage. Thus, more than a heritagization process “from the bottom,” heritagization through spectacle is unfolding. This seems to be the new tendency in Russia.