Abstract
A building often preserves, beyond visible traces of the past, an invisible dimension composed of subtle signs intrinsically linked to its historical character. This intangible layer—shaped by collective memory, cultural perceptions, and symbolic references—generates a continuous dialogue between past and present, essential in the conservation and regeneration of built heritage.This paper explores how such (in)visible traces reshape space through two key concepts: genius loci and architectural semiotics. The qualitative methodology combines semiotic analysis with a comparative study of three relevant interventions, addressing how contemporary architecture can engage with historical meaning without falling into rigid preservation.Tourism’s impact on the perception of genius loci is also examined. In heritage cities, visitors’ views often overshadow local voices, highlighting the need for a nuanced understanding of how the spirit of place is interpreted by different urban actors. Semiotics offers a valuable framework for translating this spirit into a contemporary architectural language, reinforcing memory and identity.