We argue the case of representing and safeguarding intangible cultural practices in virtual environments by recognizing potential conflicts posed by cultural theory, ethnography and theory of the media. We want to encourage a critical approach towards the representation of intangible cultural heritage, especially considering the possibilities and risks represented by the virtual environment and the interface as cultural artifact. Potentials of the circulation of digital information are discussed, stressing the radical shift this has marked in the social and cultural organization of private and institutional life in a globalized era. Relevant design solutions to the project herein discussed, take into consideration the axes connecting content, medium and user.