The Italian city of Turin provides a paradigmatic example of post-Fordist urban transformation, shifting from a 20th-century industrial capital into a city focused on culture and leisure. The historical district of San Salvario perfectly exemplifies this trajectory. Today, the neighborhood faces a challenge of overshadowed heritage: the physical landscape, now widely consumed through the lens of a vibrant night-time scene, often fails to communicate the deeper historical layers and complex narratives that define the area's true identity to the diverse public that inhabits and traverses it. In general, many contemporary cities actively leverage their cultural and historical assets to gain a competitive edge in attracting tourism.