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Until the eighties urban anthropology studied urbanization generated by economic growth and expansion of cities from rural-urban migration, but little attention was given to the other side of the coin, the reverse process, meaning of, to the people who “became” the city. This article is about a town located north of the Queretaro city, the study case of Jurica proved to be a good example to account for the various ways in which the natural environment is transformed due to the urban-industrial activities. I was particularly interested in analyzing the relationship between territory and culture because in that from it is possible to distinguish identity references, which are (re)constructed on a spatial and temporal framework that transforms according metropolitan expansion progresses.