‘“It’s absolutely amazing!” The first visitor to the new shopping centre cannot hide her enthusiasm, her eyes sparkling at the shower of golden discount coupons’ (Sydsvenska Dagbladet, 25 October 2012). The new commercial facility presents itself as part of a natural circuit, its elevators embedded in lush greenery, its open spaces framed by rippling waterfalls. Even the public lavatories express the same environmental concern, with bird tweets and other animal sounds activated as you lock the cubicle door, all according to one early reviewer whose inaugural visit to the privy was greeted by an intimate ‘cock-a-doodle-doo’ (Fürstenberg 2012). The impressive opening of Emporia took place in October 2012 in Malmö, Sweden. Located close to the Öresund Bridge, in the transnational metropolitan area often referred to as Greater Copenhagen, the new shopping destination is one of the most extravagant and extensive in Europe. Architectonically spectacular and environmentally certified, the three-storey complex is an award-winning piece of green investment. 1 Access is easy; you can arrive at the site by public transport or even by bike if you wish; most likely you enter from the new station square through the imposing ‘Amber Entrance’, or, if you still prefer coming here by car, the glimmering blue ‘Sea Entrance’ facing the main parking will provide as grandiose an ingress; a deep, translucent cavity in the sienna-coloured glass facade, an enticing orifice, exerting a centripetal force. The most idiosyncratic mode of entry, however, is via the six-acre public rooftop park, which can be accessed by either car or foot via an exterior stairway. While the park allows for a more relaxed passage into the emporium and its 200 stores and restaurants, it also buffers the consuming experience, making clear that consumption is only one part of the Emporia vision.