In Romania, the cultural heritage is nationally recognised as, along with contemporary creations, the main area of interest of national cultural actions and policies, according to the Strategy for Culture and National Heritage 2016-2022. At the country level, more and more initiatives and projects based on the development of both the cultural heritage and various visual and artistic expressions are emerging. And yet, although there is major progress in the cultural segment as well as in non-governmental organisations in the domain, public access to cultural heritage and various forms of artistic expression is still limited. The vision of our project and its opportunity are built on these needs. We use creativity not only as a form of promoting heritage and various visual arts, but also as a factor in the development of a long-term cultural product with impact in various sectors. The project is at the confluence of creativity, architecture and the use of new technologies to support the cultural pillar as a factor of sustainable development, social development and diversification of the existing cultural offer on the market. The social and cultural reactivation of the historical centre of the resort town of Herculane Baths envisages a series of cultural and educational projects, which aim to involve the general public in the reactivation of the cultural heritage of the Baths.