Risk associated with the planetary crises are accompanied by moral proclamations about dwelling forms. These normative valuations of territories have traditionally been structured in a dichotomous manner. Widely criticized by academia, these dichotomies continue to operate at the sociopolitical level. Faced with the mandates for action and transformation, have urban and rural territorial imaginaries really mutated? In the context of a long interdisciplinary debate, we question current imaginaries in the spheres of the market, public policy and architecture- art, through an analysis of three cases of territorial representations and their role in the construction of hegemonic imaginaries (a wine magazine in Chile, a public policy document in Chile, an exhibition of the Guggenheim Museum in the United States), to reflect on changes and persistence of these imaginaries in the context of crisis.