The chapter studies experiences of two major Estonian cities, Tallinn and Tartu, as—correspondingly—European Green Capital in 2023 and European Capital of Culture in 2024. The author synthesises different academic approaches and introduces the concept of emotional governmentality that is instrumental for analysis of visual experiences of the two cases. The chapter refers to four other concepts—the society of the spectacle, the distribution of the sensible, performativity and ‘happy life’—that might be helpful for explaining how the production of imageries became a core element of contemporary societies, and how images of a certain kind might become hegemonic, as well as for identifying and interpreting a variety of visualised representations of the dynamics of Estonian urban identities and lifestyles. The chapter ends with summarising research findings and placing them in a broader context of visual politics.