The aim of this research is to shape whether transformation processes taken until 2016, by the Porto Maravilha Project in the port neighbourhoods of  Rio de Janeiro, with the intention of adapting this part of the city to the Olympic Games, answer to a urban marketing strategy, and if this strategy respects the basic rights of the Port inhabitants, collected in the World Urban Forum for the Right to the City, elaborated by the Commission on Human Settlements Program of the United Nations (UN- Habitat).

The research is a study about the urban reorder sustainability, understanding this as an equilibrium between transforming the city into a merchandise product with the intention of transforming its spaces into competitive scenarios regarding to other international cities, but granting in these processes the rights inhabitants have over the territory, considering the importance that the port region has over the city history upon time, and the deep correlation of this space with its society identity.

The work then, drives among some variables; the main aspects that Porto Maravilha Project wanted to transform or have been transformed as a consequence of its implantation; ground uses of the port space, real-estate market, irregular settlements evolution, improved housing programs, demography and cultural dynamics of the space and the population.

The analysis of these aspects and the relation among them, shows the correlation of the reorder project with urban marketing, and the deep imbalance between it and the right to the city of the local population