The article analyzes issue of the imagination as a social practice. The authoress points to different kinds of the themed environments, i.e. shopping-malls, parks and big cities streets, that are related to this imagination. These environments, characterized by collective consumption and entertainment, are corporate public spaces and the sites of social spectacle. The basis of the themed narratives are first and foremost nostalgic references to the past of the cities, mass dreams and media fantasies.