The concept of the intangible heritage involves a bilateral relationship in which the material manifestations give shapeto immaterial aspects that people recognize as signifiers of their cultural reality and vice versa. To include social representationsas one form of enlightenment from everyday knowledge, allows to approach the practices of interpreting therelationship between the imagined and the built. To do this, it is thought over on the historical processes that occurred inthe main seaside resort in Argentina, Mar del Plata: how to contribute to the knowledge of intangible heritage through thestudy of different sociomaterial manifestations, consolidated between 1930 and 1950 when profound transformationsare gestated and which are overlapped with the current imaginary? In this way, the practices stemming from the summerholidays, a crucial activity in the development of the city, are explored through the analysis of two manifestations: thesmall chalet “style Mar del Plata” and the unitary swimsuit. Thus, it is analyzed “living the city” and “living the beach”through a housing and a specific sartorial system. From mainly qualitative methodologies, plural sources are used totrack an active identity construction, settled in the history and originated in the coastal local nature.