This article analyses strategies for revitalisation of Tallinn’s industrial heritage and reflects on the reuses of history from the late Russian Empire to the Soviet period, referring to the case of the Noblessner district, one of the country's most vibrant and rapidly developing seafront quarters. Contemporary Noblessner advertising promises a European dream city with hipster cafes, galleries, and loft-style art studios located in former shipyards; a promenade along the Baltic Sea coast, trendy business spaces, and residential blocks offered for those who appreciate nature, art, and style (Noblessner.ee, 2024).The Noblessner quarter gives an example of successful transformation of a neglected industrial site into a modern public space with high potential for further development. By referring exclusively to the most attractive moments of its history and by recycling them into attractions, Noblessner creates new narratives of its own urban biography that can be safely projected into the future, and which leave no room for ambiguous interpretations. Therefore, the revitalisation project of the Noblessner district avoids citing controversial episodes from its history, developing a space, in which the past is presented selectively. Noblessner's biography is not introduced as a continuous historical narrative, it is fragmentated and recycled into an appealing wrapping that can attract investors, visitors, and residents. In recent years, Noblessner has become the site of numerous contacts: commercial, artistic, public, and private, which create a space that is representative of the whole Estonia. However, Noblessner's history is still unknown to most of its visitors and residents. It was muted during the Soviet regime, and has not yet been visibly integrated into the revived space.