Creativity is currently undergoing significant changes both in terms of actual practices (creative work) and conceptually. As for practice, this article is empirically grounded in interviews with architects who integrate virtual worlds in their work. It is argued that studies of “creative technologies” will benefit from focusing on specific, professional domains. As for conceptualisa- tion, reflections on creativity often intertwine with reflections on humanity and technology. In philosophers Henri Bergson and Hannah Arendt, the article finds a conceptual framework for making explicit the notions of creativity, or “origin myths of creativity”, underlying some contem- porary creativity literature