This research aims to analyze the communicative experiences of people with the São José Liberto Space, located in the city of Belém, as a tourist, cultural and creative economy space in the Paraense Amazon. We understand that this space is reconfigured by the government of the State of Pará with the purpose of constructing a 'new identity' to the old building and endowing it with a cultural representation as an Amazonian space. In this sense, we observe a clash in this recognition between management, producers and visitors, who perceive the place in a different way. In the theoretical dialogue we reflect the sociability and duality of social life from Simmel, who understands that individuals want to belong to a group while at the same time seeking to stand out individually. In the same way, his sociology comes in the interaction, in the intersubjectivity, of the subject and object relation. As methodological procedures we worked with the qualitative research, with the method of semi-structured interviews with 19 people, among visitors, producers and designer, as well as participant observation research, with ethnographic inspiration, in the routine of the space. We note that São José Liberto Space is built between two perceptions: that of remembrance, with visitors reminiscing of space as a prison, in the past, even the direction of the ESJL tries to erase this memory, and on the other hand, the producers strengthening the image of an Amazonian area, with productions of materials that value the local raw material. At the same time that it is recognized as a tourist spot in Belém, it is still not identified as a place in the Amazon
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