Abstract
This article analyzes the entrepreneurship and gentrification process of urban areas under the logic of the city as a commodity, taking the neighborhood of Vila Isabel, Rio de Janeiro-RJ, as an investigative parameter. Despite the rhetoric that justifies large public and private projects, anchored in socioeconomic development and promoting the well-being of the local population, the negative social impact of these projects will be considered. In this way, we are interested in both the more objective aspects, such as the process that unites the authoritarian requalification of cultural assets with real estate speculation, and its impact on the neighborhood's sociability, considering, above all, the repositioning of local identity in the face of the interpellations of the logic of gentrification and the entrepreneurial valorization of urban space.
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