This paper proposes an exploration to the meanings given by the Bucaramanga inhabitants to the commercials zones of their city, with the aim of reconstructing its symbolic universe. It was used a mixed method and participant observation, surveys and semistructured interviews as techniques for collecting the information. It is expected that this first approach to the city imaginaries could bring tools to the comprehension of the ways used by the inhabitants to relate with their city. Also, this article could be a first step to tackle the urban culture phenomenon from the communication field.