This film is more than a local documentary on Amsterdam. It explores the dominant urban re-/development pattern in the name of creativity. The hype around the creative city began already a decade ago, it is global in scope and about to reach its peak. It is the latest strategy for urban renewal in advanced Western capitalist cities. After Richard Florida’s influential book “The Rise of the Creative Class” (2002) creativity has advanced to be the role model of urban regeneration: The New American Dream. What is new about this dream? What happens when the hype is over? Housing as a job or the Right to the City?