The extent to which everything about human life is today for sale and serves as an instrument of capital accumulation has been widely criticised. Such criticism has not gone unnoticed by the perpetrating institutions, some of which in fact now display a similar, critical ethos. This can be discerned in contemporary commercial evocations of notions of experience, authenticity and utopia. Drawing on a specific case of the development of a new shopping mall as an example, the dynamics of experience, authencity and utopia in relation to criticism of commondification are examined. In a context in which survival ultimately depends on commercial success and capital avvumulation thereby takes precedence, the analysis presented here highlights the specific difficulties of commercial and other values coexisting in harmony today, when it seems to easy to be against commodification.