This paper critiques the redevelopment of the Carbon Public Market in Cebu City, framing the project as a case of "development as deception." Utilizing the concept of the aesthetics of gentrification, the study examines how the Joint Venture Agreement (JVA) between the local government and a private developer employs visual and rhetorical strategies—such as "modernization," "cleanliness," and "world-class" branding—to sanitize the space and marginalize the informal economy. Through qualitative analysis and field observations, the research highlights the displacement of traditional vendors and the erosion of the market's historical identity as a space for the urban poor. The author argues that the emphasis on aesthetic upgrades masks the exclusionary nature of the project, prioritizing corporate interests and tourism over the socio-economic rights of the local community. The paper concludes by calling for a more inclusive and transparent approach to urban renewal that values the lived experiences and livelihoods of marginalized stakeholders.